Challenge
Transforming a technical symposium into a globally credible international event
MBZUAI was hosting the inaugural Human Phenotype Project Global conference – a world-first scientific gathering focused on human phenotyping and AI-driven healthcare innovation. The university needed a full-service agency partner to produce an international event and content platform that would give global visibility to the launch of this critical scientific study. Beyond informing academics about the HPP, they wanted to give scientists and researchers an evolved and engaging brand experience.
Client
Mohamed bin Zayed University of Artificial Intelligence (MBZUAI)
Sector
Education
Services
Conferences & Speakers
Event Management
Production
Elevating an academic meeting to a global event
MBZUAI is a world-leading AI research university at the head of a flagship programme researching the Human Phenotype. The goal of the programme is to develop the next generation of precision medicine through a global, longitudinal study of 100,000 people. To launch this prestigious project, MBZUAI wanted to deliver a seamless international conference with world-class speakers and delegates via a high-calibre, repeatable annual event.
A brand-led, content-driven approach to engagement
To compete with other leading international universities, MBZUAI recognised the need to move beyond traditional educational channels and embrace their AI brand as the focal point of the conference. To achieve this, they wanted to move away from academic conference planners and use an international event and brand experience agency used to working with elevated client expectations - enter big group.
Solution
Creating an immersive, brand-driven, end-to-end conference with a lasting legacy
Designing, developing and delivering high-end global events for knowledgeable audiences is one of our key strengths. We build brand experiences into every touchpoint to create an engaging narrative around even the most complex content.
Building a fundamental understanding of the MBZUAI super-position
Our starting point was realising that this was not simply an academic event – it was an opportunity to create a global intellectual brand platform for MBZUAI. A landmark initiative to improve human health over 25 years, we wanted to position HPP as a long-term thought-leadership ecosystem rather than a one-off conference. By doing this, we could demonstrate the potential for ongoing content, partnerships and annual growth for MBZUAI.
An integrated brand experience
We wanted to give delegates and speakers at HPP Global a benchmark experience to remember. With an integrated project team spanning strategy, creative, digital and events, we worked in close partnership with MBZUAI to deliver an unforgettable conference experience. Through deep collaboration with stakeholders, we blended scientific credibility with world-class production values to deliver event excellence.
Putting the MBZUAI brand front and centre
With extremely tight deadlines and a broad range of activations to design, create and manage, we built event content around the brand. From developing a full brand identity and digital platform to managing a hybrid event with an evolving scope, we delivered to budget.
Elevating the delegate experience was at the core of all we did, from managing international transport and accommodation to personalising their digital journeys. We created a recognisable visual identity and a complete content capture strategy, including post-event assets. The HPP Global conference was positioned as a hero event within the larger MBZUAI brand experience.
Results
An exceptional start to an enduring brand legacy
In terms of sheer numbers, we managed international delegates from 30 countries, secured 22 world-leading speakers, attracted over 200 registrations and produced more than 50 content assets.
We had exceptional client feedback, including an agreement to explore an ongoing annual partnership and referrals to other educational entities including the New York University Abu Dhabi. We strengthened MBZUAI’s reputation, with global recognition from academic partners and sponsors.
Delegates and principal stakeholders alike praised the attention to detail across all the arrangements - from brand and setup to production and speaker management and everything in between.
By understanding the MBUZAI brand story and direction of travel, we were able to develop a unique and category-defining experience that reinforced the position of MBZUAI as leaders in the use of AI-led data analysis. Bringing our brand and event experience to a new market, we created an engaging and scalable thought leadership platform that can be developed over time. Our holistic approach to event management helped MBZUAI not just stand out in a crowded marketplace but raised the bar for scientific conferences across MEA. In a rapidly evolving market with increasingly high customer expectations, our Dubai office is ready for the next challenge.
30
countries
200
delegates
200
content assets
Your expertise and professionalism were appreciated by one and all. Your creative, client servicing and counsel were all terrific. Above all, the quality of production was outstanding. We staged a world-class conference, and this would not have been possible without you and the team.
Vinita Bharadwaj
Director of Communications
Work
