Milestone Events has become ALL.SET Experience. What motivated the company to change its name, and how have its focus and ambitions evolved over time?

What drove the company to make this change, and why was a rebrand necessary?

This was not a quick decision or a cosmetic update. We have understood for a while that our previous label no longer reflected what we had grown into.

We are no longer focused solely on event marketing. Our solutions have taken on a very different dimension in the international market. Milestone Events was a strong definition of our event marketing focus, but today our experience, scope, and ambition are significantly broader. We needed a name and concept that reflected this new reality.

How did the name ALL.SET come about?

ALL.SET means that everything needed is in place. We don’t sell only ideas, or just execution. Our strength lies in the fact that strategy, creativity, design, production, and delivery all function as one integrated system. A complete set.

What is the difference between event marketing and experiential marketing?

Experiential marketing is not just an event, nor is it only a brand experience. It is a whole system, where face-to-face moments, spatial solutions, and direct brand engagement form a carefully designed journey.

It begins with the first contact between the agency and the brand and ends only when the guest shares the experience or when another measurable outcome is achieved.

The interplay of space, sound, light, content, technology, human behavior, and emotion must function as one system. If one element fails, the entire experience can collapse. A simple example is temperature: you can have the perfect set-up, a strong message, and great emotion, but an environment that is too hot or cold can nullify it all.

How has your work evolved over time?

Events remain – and will remain – an important part of what we do. At the same time, our work has expanded significantly in recent years. In addition to events, we now create brand activations, trade fair solutions, and spatial installations.

A recent example is the “Estonia in Dubai” promotional solution, shortlisted at Kuldmuna. It’s a great case because it was executed with limited resources and a relatively small budget, yet delivered a highly successful result.

Why does ALL.SET no longer define itself as a traditional agency?

We are not an agency in the narrow sense. ALL·SET functions more like a group, where different competencies operate together. This model allows us to grow beyond Estonia, collaborate with world-class partners, and add new layers to our services without losing a unified brand identity.

ALL.SET makes this evolution more natural.

So the change is primarily linked to international ambitions and entering new markets?

Absolutely. We are not leaving Estonia. Estonia is – and will remain – our home and our base.

But our work is already international, and a significant number of our clients operate outside Estonia. We needed a name and identity that would communicate our expertise and work internationally, without having to translate or explain it. In that sense, ALL.SET is universal.

How do you stand out from others in the field?

In many markets and projects, work is fragmented – one agency handles strategy, another creativity, a third production, and a fourth execution.

Our model is the opposite. Everything operates as one accountable unit. Creative and technical are never separated, and vision and execution planning are developed together. This keeps both quality and responsibility centralized throughout the entire process.

Put simply – you can walk directly into production from our Creative Director’s office. The entire team works collaboratively, significantly reducing risk. There are no “surprises in the box,” because we know exactly what every team is doing.

In Estonia, there isn’t really another operator quite like us.

Why is production so important to you?

Because production is where things can most easily go wrong. An idea can be brilliant, but if execution doesn’t follow, the result can collapse instantly.

That’s why we handle it in-house. We understand materials, structures, load limits, timelines, and risks. We know what truly works. This means ideas don’t remain beautiful concepts – they are designed to function in real life. That gives us the confidence to be more creative and to take bigger risks.

What is ALL.SET’s role as an experiential marketing partner?

Our role is to define experiential marketing strategies that genuinely grow our clients’ businesses – and then bring that strategy to life through experiences for their employees or customers.

Creativity without strategy creates noise. Strategy without creativity remains invisible. Our job is to keep the two together.

You have a record 10 projects shortlisted at Kuldmuna. Is this a marketing trick or a happy accident?

Honestly, last year was intense in the best possible way. It’s rewarding to see that amid constant growth, creativity hasn’t disappeared – quite the opposite. Works on this shortlist are the foundation for what we will continue building.

If you had to summarize your service in one sentence?

Our product is experience – and our service is everything behind it.

ALL.SET’s new concept was developed in collaboration with agency KAGU, with the final visual direction shaped by Jaanus Vann (Head of Content, Expo City Dubai).

Author: Renate Liivrand

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