A decade of hard work, smart ideas and some groundbreaking achievements is what sums up Harmeek Singh’s journey in the UAE.
Founder & Owner of Plan b Group, Harmeek Singh formed the group’s first entity Plan b Advertising in 2004. Thanks to the Harmeek’s innovative approach towards even the conventional tasks, Plan b not only gained recognition amongst a very impressive client list, but has also retained them since.
Harmeek is and has been involved in the management of some of the UAE’s biggest public events, and creative campaigns including Summer in Abu Dhabi, Dubai Rugby 7s, the Standard Chartered Dubai Marathon, Fifa U17 Draw Ceremony in addition to launching some of the world’s finest brands including the Bentley – New Flying Spur. Asian World caught up with Harmeek. Explore his journey with us..
What were your reasons for moving to Dubai to build your career?
I was running a business in India before moving to Dubai and it was perhaps a combination of my desire to test new waters, the innate trace in me to keep challenging myself and a much needed change of scenery that motivated the move. ‘New’ has always attracted me and I have always chosen to venture into the unexplored and Dubai offered the potential that made the decision seem worthwhile.
What are your three tips for creating the perfect event for a client?
The formula for a great event to me comprises of 30% Great Planning, 30% Great Execution and 40% of the mix is attributed to the event manager’s/team’s ability to think on their feet to battle eventualities and create X Factors that differentiate between good events and perfect events.
What is the biggest mistake the UK is making in terms of event planning?
Mistake, I think may be too harsh of a word here. But what I do feel is the absence of challenging market conditions that compel an organisation to re-invent their approach and stay clear of anything repetitive. While it may be that the audience here is expecting to see what they are used to… industries and trade need constant technological and creative upgrades to maintain growth.
What advice would you give to countries such as Pakistan and India, to be become recognised as global business partners?
These are fairly evolved economies and enjoy a sizeable local consumer base in many aspects. However the advice that I would give to companies hailing from India and Pakistan would be to maintain service and delivery quality, be transparent in your practices, always look at the big picture to attract global attention and have the ability to turn heads with whatever it is that you do.
How has technology changed the way you plan an event and how important is it that an event uses technology and social media to promote an event?
The integration of technology in events has eased execution and aided the creative process. Its popularity and accessibility have not only made previously unachievable features possible but also very affordable. Digital tech like augmented reality, immersive, interactive, gesture and holographic cracked the limits of what can be achieved if one stays abreast of developments.
Having said that, it is not about how cutting edge the incorporated technology is… it is how flawlessly it enhances what the event intends to communicate and blends in with the whole concept. It is very rare for a Plan b event to not have technology integration in it.
Social Media on the other hand is becoming more and more mainstream by the hour and it is difficult to consider a message that it cannot deliver or amplify if planned correctly. As the information consumption habits of people across the world are changing, social media is gaining strength as a leading contender in the media mix of any campaign.
Who would you love to work with next?
Considering the sheer size, scale and diversity of the Mega Event, I would love to be a part of the Expo 2020 in Dubai.
