Smyle, before rebranding as Identity, has been named Experiential Events Agency of the Year at the 2025 Conference News Agency Awards, recognising the agency’s continued innovation, creativity, and client excellence across the global events landscape.
Now in its seventh year, the Conference News Agency Awards celebrates the UK’s most influential and accomplished full-service event agencies. The 2025 edition marked a record-breaking year, with over 250 submissions from more than 100 agencies competing for top honours.
Accepting the award on behalf of Smyle were Charlotte Key (People Experience Director), James Howitt (Client Experience & Development Director), Gwenda Soors (Finance Director), Amanda Alexander (Client Development Lead), and Priya Patel (Business Development Manager). The gala drew more than 450 event professionals, reaffirming its position as one of the UK’s premier industry networking events.
Judges praised Smyle for its attention to detail, client-first ethos, and ability to deliver exceptional experiential events across multiple sectors. The panel commented:
“Smyle clearly understands the importance of detail, goes the extra mile for its clients, and delivers exceptional events in many fields. Its flexibility, creativity, and commitment to client collaboration are reflected in a 97% client retention rate and impressive global growth through the Identity Group.”
Judges also commended Smyle’s pioneering approach to technology and storytelling, noting projects such as Spotify’s first UK concert on TikTok, which drew 3.3 million viewers, and immersive activations at the Olympics and Gamescom, showcasing how Smyle continues to push the boundaries of what’s possible in live and digital experiences.
Sustainability and social responsibility were also highlighted as key differentiators, with Smyle’s Powered by Humans initiative and ongoing reduction of its gender pay gap setting new benchmarks for positive industry impact.
The judging panel concluded:
“Smyle’s projects in 2024 set new benchmarks for experiential excellence. The agency demonstrates professionalism, leadership, and a passion for creating meaningful, immersive experiences—an approach that truly embodies its DNA.”
