Overview
Identity is a global live events agency that plans and executes end-to-end events for brands and governments. It combines strategy, creative development, content creation, technical production, logistics, and broadcast to deliver experiences from brand activations to large-scale occasions, using a worldwide delivery network with offices in the UK, USA, Middle East, and Australia (via the EPG acquisition). It differentiates itself through its international footprint, high-profile client roster and government contracts, and specialized sub-brands like NJ Live, IdentityCoda, and Dreamlike Studio, plus a recent integration with Smyle to form one global experience agency with over 250 specialists. Its goal is to be the global partner of choice for creating, delivering, and measuring complex live and hybrid experiences that connect brands with audiences at scale.
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Simplify's take
What believers are saying
- March 2026 Australia expansion unlocks APAC event demand and cross-border major-project work.
- October 2026 award wins strengthen pitch credibility with consumer brands and corporate marketers.
- Identity's G7, NATO, and Coronation history attracts governments needing flawless high-stakes delivery.
What critics are saying
- November 2025 integration risks client churn, duplicated teams, and weaker margins through 2026.
- Public-sector dependence exposes Identity to UK procurement freezes and election-driven spending swings.
- A failed global rebrand can erase Smyle synergies and trigger account losses at scale.
What makes Identity unique
- November 2025 merger unified Identity and Smyle into one 250-person global agency.
- Identity combines public-sector summit delivery with enterprise creative, broadcast, and major-project operations.
- March 2026 Australia launch with EPG extends local execution across four regions.
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