Brands that create experiences aren’t just seen, they’re remembered. But while the right activation can be a game-changer, the wrong one can be a disaster. Michael Gietzen explores why experiential events resonate
At the World Economic Forum in Davos, showing up has never been easier — yet succeeding has never been harder. The annual gathering at Davos
As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that
Brands often face a defining choice: evolve or erode. Michael Gietzen, Group CEO of Identity, explores the paradox of reinvention, why change both fuels and threatens
US audiences are choosing experiences that feel authentic over those that feel designed to impress. The data reveals what they’re actually responding to in 2026, says James Howitt, VP Client
Sustainability in events is no longer a nice-to-have in the Middle East. With ambitious national targets, evolving regulations and increasingly conscious audiences, brands operating in
Formula 1 has transformed from an exclusive motorsport into a global entertainment phenomenon. Michael Gietzen explores how live experiential marketing, multi-channel engagement, and storytelling turned