WEALTH July 15, 2026 0 Comments

Unlock the Secret Weapon Behind FUEL’s Commotion Framework That Transforms Ordinary Events Into Lifelong Profit Machines!

Ever wonder why so many events feel like a fleeting flash in the pan, grabbing your attention for a moment only to vanish without a trace? Well, FUEL, the powerhouse experience and entertainment group outta Dublin, is flipping that script with their brand-new Commotion framework. After a whirlwind year of international growth, they’re not just chasing eyeballs—they’re crafting moments that stick, moments you come back for again and again. At a time when attention spans are tanking and culture’s splintering, FUEL’s nearly two-decade expertise bumps into a pressing need: creating experiences that matter long-term, not just spark short-term buzz. It’s a bold move in an industry shifting hard from passive watchers to active participants—and if you’re in the business of experiences, this could be the game-changer you didn’t know you needed. Ready to see how they’re making people run toward and not away from events? LEARN MORE

Leading experience and entertainment group FUEL has launched its Commotion strategic framework following a year of international growth for the Dublin-headquartered agency.

Commotion offers a five-stage framework to help organisations create experiences with measurable long-term value rather than short-term attention.

Commotion launches at a moment of major change across the European experience industry.

The latest 27Names European Experience Index shows that 40% of clients are increasing their experience budgets despite inflation and economic uncertainty and nearly half (48%) have no KPIs in place or are only beginning to define them.

Jamie Deasy, managing director of FUEL, said: “Attention is collapsing, culture is fragmenting, and organisations need a more strategic approach to experience. Commotion is our response.

“It’s built from nearly twenty years of creating experiences, communities and festivals that people don’t just attend, but return to.”

FUEL was recently appointed as Ireland’s member of the 27Names, Europe’s largest and most established network of independent live experience agencies.

The company, which organises events such as WellFest, Kaleidoscope and Beyond the Pale, has also received nominations for the Drum Awards, European Agency Awards, and Conference and Event Awards.

Jonny Boyle, executive creative director at FUEL, said: “Modern audiences have learned to skip, scroll past, and mute predictable content. People don’t want to be audiences anymore. They want to be participants. They want to shape the things they’re part of.”

”The industry is shifting from attention to participation; Commotion is built for that shift. Commotion is a five‑stage framework designed to create experiences that people run toward, return to, and help grow.”

Already working with global brands including PayPal, Coca-Cola, Google and Meta, FUEL believes Commotion represents the next evolution of experience marketing, helping organisations create experiences that build lasting communities.

Photo: Jamie Deasy. (Pic: Supplied)