Profile Middle East · Events and energy · The Sipping Bulletin

The right news, amid the noise of a trade fair

For Profile Middle East we built The Sipping Bulletin: an editorial platform that turns the noise of ADIPEC, one of the world’s largest energy fairs, into three reads a day, tailored to each person.

Challenge: Hundreds of news stories a day during ADIPEC and guests with only a few minutes to follow them.
What we did: A web app and an editorial back office: three bulletins a day on each person’s topics, verified news, readings approved by the editorial team.
Result: App and back office online before the fair opened, with the flow tested on real data from the 2025 edition.

bulletins a day, sorted by each reader’s topics

195

countries among the topics to follow

350

Sipping guests, from C-level to directors in energy

The context

Profile Middle East organises the Sipping, the Italian side event of ADIPEC in Abu Dhabi: an evening reserved for around 350 guests, C-level executives, vice presidents and directors of energy companies. 2026 is the fifth edition.

The partner wanted to give guests value throughout the fair week, with a tool online before the opening. Its users have a commercial and strategic, not technical, interest and only a few minutes a day, almost always on their phone.

The problem

At ADIPEC contracts, partnerships, market openings and new projects all come out at once. Participants go home feeling they missed pieces: the news that matters comes out while you are in a meeting, and what you did see you forget anyway.

The constraints were clear: no app to download from the stores, no mandatory sign-up, only headline, summary and link to sources, and AI costs fixed and decided by the editorial team.

The NiEW method

Fast and rigorous together, with NiEW Fast Track

01. Real needs

From the value proposition, confirmed with the partner on 9 October, to specifications in which every requirement carries its source.

02. Defined requirements

Decisions on content, tone and materials for the evening taken together with the partner, step by step.

03. AI-enabled iterations

AI-enabled development in small, frequent releases, each with its own automated checks. Feedback from the first testers became fixes published the same day.

04. Market-ready

A full dress rehearsal of the flow on real ADIPEC 2025 news, a complete privacy notice, terms of use verified for every source and security checks.

The solution

Not just an app for participants: a complete editorial platform, where the NiEW and Profile editorial team governs what comes in, how it reads and who it reaches.

Three bulletins a day (Opening, Midday, Closing), with each person’s chosen topics first: companies, countries, projects and sectors.
Verified news with at least one primary source or two independent outlets, and interpretive readings labelled as such and approved by the editorial team.
Explore: a map of the relationships between the week’s companies, countries and projects.
Editorial back office with classified and weighted sources, criteria written with the partner’s experts, a review queue and an AI engine running at fixed times with a spending cap.
Access from the QR code, no app store; optional sign-up and a separate, never pre-ticked consent to be contacted.

The results

Online before the fair

App and back office ready before ADIPEC opened, with the flow tested on real data from the 2025 edition.

From noise to relevance

Hundreds of stories a day become three bulletins, sorted by each reader’s topics.

Reliable by design

Verification status on every story, readings approved by the editorial team and predictable costs.

A structure that switches back on

After the fair, the same platform can be switched on for another event, another sector, another client.

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