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: Strategic Advisory
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
Your World Expo pavilion has six months to tell your story. What does it say?
Janet Dodd, Chief Strategy Officer at Identity, argues that the pavilions which endure in the memory are built on strategic foundations laid before a single
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
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
United Nations: COP26
Dubai Expo 2020
Start with the experience
No matter how complex the brief or how ambitious the idea, every successful event begins and ends with one thing: the experience. Lindsay Neyjahr, Client
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
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