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. You’ve probably heard the legend of the “Space
George Perry, Global Business Development Director at Identity, on why the rise of AI is making human experience more valuable, not less, and what that
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
Lindsay Neyjahr, Client Experience Director at Identity, explores why sustainability must be embedded as standard in events and brand experiences, and why meaningful measurement is essential to turning
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
George Perry, Global Business Development Director, explores why innovation is no longer a ‘nice to have’ in brand experience. As budgets tighten and expectations rise,
Martin Fullard, Marketing & Communications Director, explores how social media creators have moved from fringe personalities to essential parts of the attention economy, acting as
London welcomed 2026 with a world-class New Year’s Eve firework display that celebrated the capital’s spirit of unity, bringing millions of people together across the
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