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: Content, Digital & Broadcast
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
Authenticity as infrastructure: why creators are the new attention economy
Martin Fullard, Marketing & Communications Director, explores how social media creators have moved from fringe personalities to essential parts of the attention economy, acting as
Formula 1: the ultimate experiential brand evolution
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
If these walls could talk, would they tell your brand’s story?
Every building tells a story. In brand experience, architecture isn’t just the setting, it shapes the narrative. By listening to a venue’s history, quirks, and imperfections, brands can
Whose brief is it anyway; the brand or the audience?
Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores
How WhatsApp became the smartest tool in the shed: rethinking event engagement with Digital Concierge
Forget clunky apps and printed guides. Identity’s new Digital Concierge uses WhatsApp to create seamless, intelligent engagement with zero friction. Malcolm Che, Head of Strategy
Stand and deliver: the art of exhibition storytelling
Exhibitions and trade shows aren’t just brand battles for attention, they’re theatres of persuasion. For Dan Colborne, Executive Creative Director at Identity, a stand isn’t
Beyond the closing day: how to ensure an event’s impact lasts
Events may have a closing date, but their impact shouldn’t. From global agreements to everyday brand moments, this feature explores how to design experiences that
The future of design isn’t human… it’s planetary
At SXSW, Malcolm Ché, Head of Strategy and Innovation at Identity, delivered one of the most thought-provoking talks on the future of design. For decades,