The Identity story
Identity is a dynamic, energetic company with a core set of values woven throughout our work. We know that world-class events are delivered through collaboration, and we listen to our clients carefully to understand their objectives. Our behind-the-scenes story: ‘Finding Identity: Pioneers of Human Experience’ details our recent growth and ambition for the company. Learn about our journey, approach to repositioning our brand, and the exciting future of Identity in the video below.
Global experience agency
Identity is a global full-service live events agency with over 20 years’ experience in delivering high-profile events.
We understand the impact a major event can have. Identity enhances these experiences, creating dynamic, ground-breaking events that deliver tangible outcomes.
- Trusted creative production and broadcast partner to the UK Government
- The incumbent for many global brands in sport, technology, digital and blue economy sectors, and our work is seen globally
- Successfully delivered some of the largest HMG led events including the G7 Summit, COP26 and the NATO Summit, where we combined production expertise with innovative broadcast technology to deliver the worlds largest hybrid event
- Created the Get Ready for Brexit Campaign, mobilising a team of over 1000 within two weeks of contract award
- Sunday Times Fast Track 100 company, 2021 CN Agency of the Year, C&IT top UK agency and appointed a Queen’s Award for International Trade
Pioneering human experience
Welcome to the Human experience era. Live events are evolving, and Identity is constantly adapting to keep ahead of the times. Human experience is at the heart of everything we create, and we unite a variety of disciplines to maximise engagement.
EX
Event Experience
- 20+ years’ blue chip delivery
- Full-service design & build
- Award winning production
- Flawless service & execution
UX
User Experience
- Physical & digital interface
- Data-driven planning
- Content & technology creation
- Dedicated innovation hub
CX
Customer Experience
- Space planning & design
- Need state modelling
- Omni-channel journey map
- Messaging optimisation
HX
Human Experience
- Data driven experiences
- Powered by human insight
- Post COVID-19 solutions
- Omni-channel measurability
200+ Strong. In London and proudly outside it.
Benefit from our experience.
Driven by a culture that underpins our work ethic, we have the agility to adapt to change, the strategical know-how to understand why and the creative nuance to deliver remarkable experiences.
Internationally acclaimed & forward-thinking leadership team
Plus over 150 more talented individuals
Michael Gietzen
Chief Executive Officer
Michael, formally a chartered accountant, oversees Identity’s strategic vision whilst also overseeing the delivery of major high-profile events. He relishes all aspects of his role and often provides creative and strategic consultancy. He has worked on public and private contracts with a number of prestigious clients, including Google, the Foreign, Commonwealth & Development Office (FCDO), DfT’s ‘Get Ready for Brexit’ campaign, Siemens, Dell and Apple.
Paul Fitzpatrick
Managing Director
Paul has many years of experience working in project strategy, logistics, operations and production. He is responsible for project delivery and is supported by an experienced management team, enabling him to focus on developing and driving the business forward. Previous project delivery experience includes global technology deployments, major retail environment re-brands, a variety of exhibitions and countless conferences. He has worked with major brands such as Apple, RBS, UK Government, Amazon and Formula E.
Janet Dodd
Chief Strategy Officer
Janet offers over 25 years of experience delivering major high-profile events for global brands and HM Government, including the Foreign, Commonwealth & Development Office (FCDO), Department for Digital, Culture, Media and Sport (DCMS) and the Department for Transport (DfT). As Director of live events, Janet oversees the delivery of major events across the business and was proud to head up Identity’s delivery of the NATO Leaders’ Meeting and G7 Summit.
Mary Carter-Lee
People & Culture Director
Mary brings over 20 years of experience in HR from a range of sectors including hospitality, health and manufacturing. She’s passionate about employee engagement and will be the person to lead that department and put People and our Culture first and foremost.
Mike Prior
Mergers & Acquisition Director
Mike is a fully qualified accountant that specialises in growing SME businesses. Qualified in 1990 with a highly regarded Central London accountancy firm, he moved into industry, helping small and medium-sized businesses to integrate best accounting practice within their organisations. Following the 1990/91 recession, he developed the skill of being able to steer businesses through difficult times. In 1997 he was appointed FD and then MD of the iLight Group, which successfully developed and launched a complete new product range into a challenging market. He is no stranger to Identity, working with Michael in the early days to help put the foundations in place for the great business we have today.
Shéa Bennett
Head of Strategy
Shéa is a highly experienced holistic brand strategist with 15+ years of history and a proven track record in digital, live events, marketing and advertising. He has delivered innovative campaigns and immersive experiences for a plethora of brands across a number of verticals, including finance, defense, government, travel and tourism, energy, retail and licensing, fashion and cosmetics, entertainment, sports and esports.
Robert Andersen
Creative Services Director
Robert has worked in the digital creative services industry for over 20 years and has an outstanding track record of recruiting, developing and leading creative teams in the agency world. Robert has a detailed understanding of how to combine creativity and technology to deliver engaging and impactful experiences and has achieved industry recognition for delivering award-winning, pioneering innovation and results for a portfolio of global brands.
Simon Dunnell
Executive Project Director
Simon has over 25 years of experience in the events industry. He has worked on large-scale projects across a wide range of event sectors including public, music, sporting, corporate, product launch, exhibition and incentive events, for brands such as Shell, Microsoft, Apple, Tour de France, BBC, LOCOG, HMG, NATO, McLaren and Goldman Sachs. Simon has worked extensively across all continents and relishes the challenge of designing and delivering complicated projects in difficult locations.
Milo Gabric
Project Delivery Director
Milo has over 20 years’ experience in corporate, private, and public events. He has delivered large-scale global live and virtual events across varying industries and sectors such as sports, product launches, incentives, conferences, and private UHNW experiences. His clients have included Unilever, Rolls Royce, INEOS, Bentley, Microsoft, LEGO, Mercedes-Benz, and AstraZeneca. Milo has also worked on the US PGA Tour’s Presidents Cup, ICC Cricket World Cup, and Volvo Ocean Race.
Dan Colborne
Executive Creative Director
Dan is an industry-recognised award-winning creative and brand strategist with a track record for delivering relevant and memorable audience experiences – both live and digital, that have a measurable impact on business growth.
Over 25 years of experience building brands – from both the ground up and accelerating customer relevance for some of the world’s biggest brands. From London’s NYE Fireworks to Google’s X, his expertise spans multiple sectors and disciplines.
Dan works with the Identity creative team developing storytelling experiences in spaces where brands and people can enjoy strategic creativity, brand behaviour and shifting customer influence.
Kate Clark
Head of Digital
Kate joined Identity in 2021 following senior roles at award-winning creative and experiential agencies in New Zealand and the UK. Specialising in project governance, change management, and digital design and development, she champions digital at Identity, leading a team of specialists passionate about creatively-led digital solutions across physical, hybrid and virtual events. Keen learners, the digital team’s evolving skills reflect the changing nature of digital production and Kate is passionate about sharing and harnessing creative technology to deliver incredible work for our clients.
Lindsay Neyjahr
Head of Public Sector
Lindsay has over 15 years of experience in the events industry, including extensive experience working across government departments, managing numerous complex campaigns, exhibitions and roadshows, as well as leading on multiple pitches. Excelling at strategic thinking and its application, Lindsay continuously enables successful delivery for clients, using her passion for understanding client needs, strategic planning and ultimately creating innovative experiences.
Michael Naman
Creative Technology Director
Michael is an accomplished technology leader, with twenty year’s agency experience delivering award-winning, creative applications. He has extensive experience in leading multi-disciplined teams through complex projects to tight deadlines and budgets. With a background in graphic design coupled with in-depth knowledge of Tech and UX, he specialises in delivering innovative front-end development and creative user experiences across the digital and physical worlds.
Janet Oliver
Senior Event Producer
Janet has over 10 years’ experience in the events industry. In that time she has delivered large scale conference and exhibitions, award shows, car and product launches and press trips for a wide range of clients, both in the UK and internationally. Since joining Identity in 2020, Janet has been navigating the complex world of government projects and was part of the Identity leadership teams that managed G7 and COP26. Janet’s focus is building strong client and team relationships, and creating partnerships to work towards an outcome that everyone can be proud of.
Marie Robson
Senior Production Coordinator
Marie started her events career in 2008 in Sheffield supporting city-wide events and experiential pop-ups throughout the UK, before stepping into the charity sector and the world of marketing and fundraising for 8 years. Marie joined Identity in 2019 and worked on numerous projects supporting the ‘Production and Clients Services’ teams in several roles. These roles now include Project Coordinator, Digital Coordinator, and Media Rate Card Liaison for G7 and COP26, plus the project management for the creation of the new CRM database. Marie, now Senior Production Coordinator, supports across the ‘Production and Technical’ departments ensuring effective management of the team.
Matt Garcia
Client Strategy Director
Matt has over 25 years of experience in live events, from grassroots trade shows, and themed events to front-end client strategy for mass-attendance experiences, including the virtual space.
Along the way, Matt has had a special interest in 3D and graphic design, print innovation, technical production and relationship-building of a global network of creatives, specialists and technicians. Matt’s interest in tech and innovation was further bolstered with a client-side marketing position with a software company which provided invaluable insight into a client’s objectives for event participation/sponsorship and perspectives when buying agency services.
Kelly Stewart
Executive Account Director
Kelly has over 10 years’ experience within the events industry, producing a vast range of projects globally with a broad sector of clients. Working within Event Production & as an Account Director she has led events for financial, technology, government & media clients to name a few. With foundations in high-end hospitality, she never underestimates the importance of attention to detail and strives to deliver an unparalleled level of service whilst developing strong partnerships with clients.
Amy Wilson
Head of Project Management
Amy has 15 years of experience working in the events industry, producing a wide variety of projects both globally and in the UK. Projects include conferences, product launches, media events, high-profile award shows, gala dinners and exhibitions. With varied industry experience across Finance, Government, Tech and Film & TV, Amy is well versed in managing large-scale, high-profile events involving multiple stakeholders and complex logistics.
Darren Kerr
Project Director
For over three decades, Darren has produced impactful, integrated live communication and digital marketing programs, from the simple to the complex, from the intimate to a grand scale, locally and globally.
Raised and schooled in Australia, skilled in North America, matured in Asia and seasoned in the Gulf, Darren continues to deliver powerful communication experiences from the United Kingdom to the world.
Hallmarks of his works are his application of business theatre fundamentals, strategic marketing expertise, showcraft technique, fastidious project planning, targeted program design creation, eclectic styling senses, and creative storytelling to achieve powerful communication outcomes.
Matt Beale
Sponsorship and Partnership Director
With over 20 years of experience in delivering high-profile partnerships of major events across Europe, Matt is used to working consultatively with multiple stakeholders. Most recently he led the delivery of the sponsorship and partnerships of the 2021 UN Climate Change Conference in Glasgow (COP26).
Before joining Identity in April 2021 Matt worked for a number of agencies leading the sponsorship delivery for a broad range of major international events and sports governing bodies.
Proudly independent
We pioneer a fresh approach to events through the design of hybrid experiences.
Blending 20 years of high-profile event expertise with contemporary user and customer experience skills to create uniquely human and remarkable experiences that put people first and unlock valuable audience connections.
