The most innovative technology in the world can be cold. The most ambitious vision can feel distant. What makes either of them matter is people.
Malcolm Ché at the UK-Western Balkans Technology Trade Mission
Theme: Future Forward
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
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
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
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
The creative constraint paradox: Why regulatory boundaries spark better innovation
Compliance doesn’t have to be creativity’s enemy. The best agencies know that regulatory constraints can actually fuel more innovative thinking, not stifle it. Janet Dodd,
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,
Why plant-based menus matter in event planning
Plant-based menus aren’t just a dietary preference, they’re one of the most powerful tools we have to reduce emissions in event planning. As part one
The power of presence: why multi-sensory experiences deepen brand engagement
We don’t just experience the world through sight. The strongest memories and emotions are tied to all five senses: sound, touch, taste, scent, and movement.