Identity has established Australian operations, completing the global experience agency’s major projects footprint across UK and Europe, the US, Middle East and Australia. The agency can now deliver major sporting events, expos, business conferences and cultural activations seamlessly east to west, with local expertise backed by global infrastructure in every market.
Establishing Australian operations
Identity has acquired EPG, the Queensland-based major projects specialists, to establish its Australian presence. Led by Andrew Sharp and Jake Benson, EPG brings an exceptional track record in major sporting events, expos, business conferences and cultural activations delivered globally. EPG retains its name, brand identity and operational autonomy as “An Identity Company,” operating from its Queensland headquarters.
Strengthening capability
Andrew Sharp and Jake Benson join Simon Dunnell’s major projects leadership team, bringing decades of experience delivering complex, high-stakes projects across sport, business, culture and expos worldwide.
The move strengthens Identity’s capability in Australia, combining EPG’s proven local expertise with Identity’s global creative teams, operational infrastructure and specialist sub-brands. This enables the agency to deliver more ambitious, impactful major projects at scale across the region whilst enhancing Identity’s capability globally.
“This represents a significant strengthening of our global major projects capability,” said Simon Dunnell, Director of Major Projects at Identity. “Andrew and Jake have built an exceptional business with deep expertise in sporting events, expos, business activations and cultural projects delivered worldwide. Their capability enhances our delivery across existing operations in the UK, US and Middle East, whilst establishing our presence in Australia. This isn’t about adding a logo to our portfolio – it’s about genuine capability expansion backed by proven expertise.”
“The Golden Age of Experience is happening on every continent, and we’re delighted we can now deliver on four of them,” said Michael Gietzen, Group CEO of Identity. “Our clients demand world-class experiences regardless of where they’re activating. With major projects teams across Europe, North America, the Middle East and now Australia, we can deliver seamlessly around the world – local expertise backed by global resources, 24 hours a day.”
“We’re thrilled to join the Identity family,” said Andrew Sharp, Director, EPG. “Our clients will continue working with the same EPG team they trust, whilst gaining access to significantly enhanced capabilities. Major projects deserve major resources and local expertise - now we can strengthen our delivery of both. Whether it’s a major sporting event, an expo, a multinational business conference, or a large-scale cultural activation anywhere in the world, we can deliver even greater creative excellence and operational rigour.”
What this means for clients
Identity clients can now access major projects expertise across all global markets, with seamless delivery regardless of location. Whether delivering a sporting event in Europe, an expo in the Middle East, a business conference in the US or a cultural activation in Australia, clients benefit from local knowledge combined with global resources.
The agency’s major projects capability now combines:
- Proven delivery expertise in major sporting events, expos, business conferences and cultural activations
- Local teams and relationships in UK, Europe, US, Middle East and Australia
- Access to Identity’s specialist sub-brands including NJ Live (gaming and esports), Powered by Humans (employee experience), IdentityCoda (healthcare), and Dreamlike Studio (content creation)
- Award-winning creative teams, operational excellence and global infrastructure
- 24-hour coverage across time zones for seamless international delivery
