At the World Economic Forum in Davos, showing up has never been easier — yet succeeding has never been harder. The annual gathering at Davos
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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
Red Bull
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
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
Strategic creativity: Where behavioural insight meets bold execution
Emma Gardner, Executive Design Director at Identity, on why the most effective creative work leverages human behaviour to cut through competition and drive meaningful, measurable impact. The
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
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
Align your brief to what really matters
Too many briefs confuse event objectives with business objectives. Lindsay Neyjahr, Client Services Director at Identity says that if you want your investment in experiential