Two of the UK’s top experiential event agencies, Identity and Smyle, have announced that they are unifying under a single brand. The combined agency will be called Identity, launching in November.
While consolidation in the events industry can signal increased costs and disruption, the agencies report that this unification is designed to deliver greater creative capabilities at better value. Identity and Smyle believe that the unification will position the new organisation as one of the world’s most comprehensive independent agencies.
The move brings together the talent, creativity, and delivery expertise of both agencies under one name.
Smyle is known for creating experiences for brands like Amazon, TikTok, Adobe, and Salesforce, while Identity brings capabilities in large-scale event management and experience delivering public sector and major international events like COP26 and COP28, the King’s Coronation and London’s New Year’s Eve celebrations.
The transition will culminate in the unveiling of a refreshed Identity brand in November 2025.
As part of the consolidation, the group’s specialist brands, gaming and e-sports agency NJ Live, content creation specialists Dreamlike Studio, employee experience agency Powered by Humans, and sporting event experts The Sports Presentation Company, will also be signing on to Identity’s upcoming new look.
Micheal Gietzen, CEO of Identity said: “Both Identity and Smyle are performing exceptionally well in their own right. But the market is evolving, and clients expect more. With this unification, we’re combining talent, technology, and global reach to deliver more for clients, without compromise on cost or creativity.”
Olivier Vallee, managing director of Identity, added: “By unifying now, we combine scale with specialism … Our teams’ talent remains the cornerstone of everything we do.”
The newly unified Identity will continue to expand its international footprint. Headquartered in the UK, the agency operates globally, with presence in the UAE and Saudi Arabia and a new office opening on the East Coast of the USA in October.