This year’s headlines are about AI agents breaking out of their sandboxes. Malcolm Ché, Head of Innovation at Identity, argues the bigger risk for brands
When an ad goes ‘rogue’
Service: Brand Experience
Vodafone x Wimbledon 2026
From first flight to the moon: the speed of innovation
Technological progress moves at breakneck speed, but not every idea lands at the right time. Michael Gietzen explores what the evolution of flight can teach us about
The space pen problem: why simplicity wins in experiential marketing
Bigger budgets don’t always mean better experiences. Michael Gietzen explores why the best experiential activations focus on simplicity, impact, and execution, rather than unnecessary complexity. Yesterday’s Artemis II launch got
The experience economy: why brands must get it right, or not bother at all
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
Request your copy: Making World Economic Forum work for your brand
At the World Economic Forum in Davos, showing up has never been easier — yet succeeding has never been harder. The annual gathering at Davos
The friction problem: why live experience is the antidote to the AI content crisis
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
Reinvention or risk? Why experiential is your smartest bet
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
What American audiences actually want from brand experiences
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
Helping brands deliver more sustainable events in the UAE
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