Insights & Perspectives

Experience changes everything. Here’s how we’re shaping what’s next.

For press comments, media requests, or interview opportunities, contact Martin Fullard, Marketing and Communications Director, at martin.fullard@identityglobal.com.

AI has won the left brain, but creativity needs human weirdness

Stylised portrait lit in projection light, representing AI synthetic media in the events industry

What the events and marketing sector still hasn’t understood: the EU AI Act

Charlie Herhily

Experience Changes Me: Charlie Herlihy

Experience Changes Me: Malcolm Ché

From first flight to the moon: the speed of innovation

Strategy versus tactics: why experiential success starts with the bigger picture

Experience Changes Me: Kate O’Connor

Why experiential marketers need to think like content creators

Experience Changes Me: Oliver Colegrave

What Eurovision actually teaches us about brand experience

Experience Changes Me: Charlotte Aries

AI render of World Expo pavilion interior

Your World Expo pavilion has six months to tell your story. What does it say?

AI render of Expo 2030 pavilion concept

Why operational excellence is the real competitive advantage at a World Expo

Experience Changes Me: Natasha Kadoura

Experience Changes Me: Chris Fischer

Experience Changes Me: Meg Webster

The space pen problem: why simplicity wins in experiential marketing

Experience Changes Me: Bob Copper

Why the best brands are doubling down on human experience

The experience economy: why brands must get it right, or not bother at all

How to work with your production suppliers to achieve exceptional quality

18 February 2026

The friction problem: why live experience is the antidote to the AI content crisis

16 February 2026

Sustainable experiences start with better questions

12 February 2026

Michael Gietzen interviewed discussing human experience

Reinvention or risk? Why experiential is your smartest bet

10 February 2026

Stylistic image of young woman made of neon lights and technology

Innovation that earns its place

28 January 2026

Group of people reviewing a document

What American audiences actually want from brand experiences

22 January 2026

Helping brands deliver more sustainable events in the UAE

12 January 2026

Authenticity as infrastructure: why creators are the new attention economy

Michael Gietzen talking about experience

Formula 1: the ultimate experiential brand evolution

18 December 2025

Oversaturation: how to make your event stand out

9 December 2025

Brand building with purpose: why meaning matters more than noise

3 December 2025

Strategic creativity: Where behavioural insight meets bold execution

25 November 2025

Abstract render of a person in VR goggles

Making tech work for your audience

18 November 2025

Stylistic image of People collaborating around a table

Start with the experience

6 November 2025

People sharing an experience

Driving inclusivity in practical ways

22 October 2025

person in an immersive space

If these walls could talk, would they tell your brand’s story?

Group of people reviewing a document

Whose brief is it anyway; the brand or the audience?

24 September 2025

Driving inclusivity in practical ways

11 September 2025

People being immersed in the moment

Align your brief to what really matters

10 September 2025

A pair of human eyes with hands raised to temples

How WhatsApp became the smartest tool in the shed: rethinking event engagement with Digital Concierge

If these walls could talk, would they tell your brand’s story?

Building global event supply chains: the foundation for international success

Abstract image of a woman

The two sides of crafting perception while keeping it real

Abstract render of a person in VR goggles

The creative constraint paradox: Why regulatory boundaries spark better innovation

Stylised portrait lit in projection light, representing AI synthetic media in the events industry

Beyond the summer lull: why now is the time to plan for Q4 and 2026

Align your brief to what really matters

Abstract render of a sustainable space

Bringing people on the plant-forward journey

How WhatsApp became the smartest tool in the shed: rethinking event engagement with Digital Concierge

Abstract image of business people walking

Navigating the global political landscape in events

Silhouette of someone in an immersive space

Stand and deliver: the art of exhibition storytelling

Abstract image of a person holding a cup among leaves

Reinventing perceptions: the case for plant-forward creativity

Abstract concept of positive event legacy

Beyond the buzz: Why future-focused events leave the strongest legacy

Silhouette of person with mirrors

Beyond the closing day: how to ensure an event’s impact lasts

Moss growing out of a person's hand

Why plant-based menus matter in event planning

Stylistic abstract view of silhouettes of a group of people talking and interacting

A true partnership: elevating the client-agency relationship

Stylistic futuristic planetary landscape

The future of design isn’t human… it’s planetary

Stylistic image of young woman made of neon lights and technology

The power of presence: why multi-sensory experiences deepen brand engagement

26 February 2025

Stylistic image of people wearing VR Headset

Old tech on the horizon: VR’s second coming in experiential events

12 February 2025

A stlistic image of a woman looking determined

Accelerating action: supporting more women into leadership

29 January 2025

Stylistic image of event space

Executing a strategy when the goalposts keep moving

15 January 2025

Stylistic close-up of mans face concentrating on writing

The soul of experience: why storytelling matters in brand activations

Stylistic image of People collaborating around a table

The approach to new client pitches: partnership over presentation

18 December 2024

Stylistic image of people collaborating around a meeting table

Meeting objectives and challenging assumptions to drive impact

4 December 2024

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