Malcolm Che, Head of Innovation at Identity, argues that the events and experiential marketing sector has adopted AI at speed while ignoring the governance obligations
What the events and marketing sector still hasn’t understood: the EU AI Act
Service: Cultural Relevance
Why operational excellence is the real competitive advantage at a World Expo
Paul Fitzpatrick, Chief Operating Officer at Identity, draws on the agency’s track record at COP28, Expo 2020 and beyond to make the case that operational
Driving inclusivity in practical ways
How can we move beyond good intentions and take simple, practical steps to make everyone feel included, represented, and able to belong? Janet Dodd, Chief
Building global event supply chains: the foundation for international success
The secret to delivering world-class international events isn’t just about scale – it’s about the relationships you build years before the first delegate arrives. Drawing
Beyond the summer lull: why now is the time to plan for Q4 and 2026
As brands wrap up H1, many fall into the trap of summer slowdown, only to panic-plan Q4 and the new year. Chris Fischer, Client Strategy
Navigating the global political landscape in events
In a world where political and economic uncertainty is the norm, event strategies must be agile, values-led, and informed by the broader landscape. Janet Dodd,
Beyond the buzz: Why future-focused events leave the strongest legacy
Too often, events are designed to dazzle in the moment and disappear by Monday. But the smartest agencies are shifting their mindset, building experiences with
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 soul of experience: why storytelling matters in brand activations
Great storytelling isn’t about spectacle, it’s about connection. In experiential activations, a narrative must do more than entertain; it must embody brand values, engage audiences,