In an era where the events and experiential industry is evolving at a breakneck pace, the strategic unification of two UK-based powerhouses, Identity and Smyle, into a single brand under the Identity name marks a significant turning point that could reshape the landscape. This merger, set to finalize in November, is not just a business consolidation but a bold statement of intent to transform how global events are conceptualized and delivered. With a combined legacy of crafting unforgettable experiences for major clients and managing high-profile international gatherings, the newly formed entity aims to set a new benchmark for creativity, efficiency, and value. The promise of seamless integration, enhanced capabilities, and a focus on client satisfaction without the typical disruptions of such mergers has sparked curiosity across the sector. This development signals a shift toward a more comprehensive, independent agency model that prioritizes meaningful impact over mere scale, setting the stage for an exciting transformation in the global events landscape.
Merging Strengths for a New Era
Combining Expertise for Unmatched Creativity
The unification of Identity and Smyle brings together a remarkable blend of expertise that promises to elevate the standard of event and experience delivery. Smyle has built a reputation for creating insight-driven, memorable brand experiences for industry giants such as Amazon, TikTok, Adobe, and Salesforce, focusing on emotional resonance and innovation. On the other hand, Identity excels in orchestrating large-scale, high-stakes events, with notable projects including COP26, COP28, the King’s Coronation, and London’s New Year’s Eve celebrations. By merging these complementary strengths, the unified agency will offer clients a broader spectrum of services, from intimate brand activations to massive public sector initiatives. This synergy ensures that every project benefits from a deep well of creative and logistical know-how, maintaining the trusted teams and culture that have defined both agencies’ success over the years.
Enhancing Client Value Through Integration
Beyond the fusion of creative and operational prowess, this merger is designed to deliver tangible value to clients by rethinking the traditional cost-scale equation. A key focus is to challenge the notion that larger agencies inherently mean higher expenses or diluted quality. The combined entity will integrate specialist brands like NJ Live for gaming and e-sports, Dreamlike Studio for content creation, Powered by Humans for employee experiences, and The Sports Presentation Company for sporting events. This strategic alignment under one banner allows for smarter resource allocation and streamlined processes, ensuring that clients receive innovative solutions without unnecessary overheads. The emphasis on maintaining efficiency while scaling operations globally reflects a forward-thinking approach that prioritizes impactful results over mere expansion, setting a new precedent for what an independent agency can achieve in a competitive market.
Global Ambitions and Industry Impact
Expanding Reach with Strategic Footprints
The unified Identity agency is not content to limit its influence to the UK, where it is headquartered; instead, it is poised for significant international growth. Already operating in the UAE and Saudi Arabia, the agency plans to open a new office on the US East Coast in October, marking a crucial step toward establishing a stronger global presence. This expansion is more than just geographic—it represents a commitment to understanding and serving diverse markets with tailored, culturally relevant experiences. By positioning itself across key regions, the agency can tap into emerging trends and client needs worldwide, offering a seamless network of expertise and resources. This move underscores a vision to lead the events and experiential industry into a new era, where connectivity and localized impact are as critical as creativity and execution on a global scale.
Redefining Standards with Innovation
Looking back, the announcement of this unification on September 30 at Bounce, London, to the staff of both agencies was a moment of shared optimism and ambition. It marked the start of a journey to redefine industry standards through innovation and a relentless focus on client outcomes. CEO Michael Gietzen highlighted how evolving market demands necessitated this bold step, emphasizing the potential to unlock real value through combined talent and technology. Managing Director Olivier Vallee echoed this sentiment, noting the perfect timing to blend scale with specialized expertise for enhanced efficiency. Reflecting on this pivotal moment, it’s clear that the merger was not just about combining forces but about setting a foundation for future disruption. Moving forward, the challenge lies in sustaining this momentum—continuing to innovate, expanding thoughtfully, and ensuring that every event leaves a lasting, meaningful impact on audiences worldwide.
