FUEL launches Commotion, a new framework for building brand movements

Dublin, 15 July 2026

FUEL has unveiled Commotion, a new strategic framework designed to help brands create experiences that generate lasting engagement and community rather than one-off moments of attention.

The launch marks another milestone in the Dublin-headquartered experience and entertainment agency’s growth, following its appointment as Ireland’s exclusive member of 27Names, Europe’s largest network of independent live experience agencies, and a series of international award nominations, including The Drum Awards, European Agency Awards and the Conference and Event Awards.

Commotion arrives at a time when experience marketing continues to evolve. According to the latest 27Names European Experience Index, 40% of clients are increasing investment in live experiences despite ongoing economic uncertainty. However, the research also found that almost half (48%) of organisations either have no experience-related KPIs in place or are only beginning to define them.

FUEL says the new five-stage framework has been developed to help organisations create experiences with measurable, long-term commercial value by focusing on sustained participation and community building rather than short-term visibility.

Commenting on the launch, 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’s approach has been shaped by its experience developing and operating large-scale consumer events, including WellFest, Kaleidoscope and Beyond the Pale. The agency says these platforms have provided valuable insight into how brands can foster stronger audience engagement and build communities over time.

Executive Creative Director Jonny Boyle believes the shift towards participation is changing the role of brand experiences.

“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.”

He added:

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

Further information, including the Commotion launch video, is available at fuelhq.ie.