Two of the UK’s most celebrated experience and event agencies, Identity and Smyle, are today announcing their strategic decision to unify under a single brand: Identity, launching in November.
While consolidation in the events and experiential industry often signals increased costs and disruption for clients, this unification is designed to do the opposite: deliver greater creative and experiential capabilities at better value, while maintaining the same teams and culture. It will position the new organisation as one of the world’s most comprehensive independent agencies.
The move brings together the award-winning talent, creativity, and delivery expertise of both agencies under one name, providing clients with a broader, deeper, and more efficient suite of services.
Smyle is renowned for creating insight-driven, memorable experiences for brands including Amazon, TikTok, Adobe, and Salesforce, while Identity brings extensive capabilities in large-scale event management and a strong heritage delivering high-profile public sector and major international events, including 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 this next chapter, 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 joining the new-look Identity’s journey, strengthening capability while driving smarter delivery for clients.
“Both Identity and Smyle are performing exceptionally well in their own right,” said Michael Gietzen, CEO of Identity. “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. It’s about disrupting the expectation that scale means expense and showing that unification can unlock real value.”
Olivier Vallee, Managing Director of Identity, said: “This is a moment of strength. By unifying now, we combine scale with specialism, delivering enhanced experiences for clients in a more efficient and effective way. Our teams’ talent remains the cornerstone of everything we do.”
Dominic Thomas-Smith, Managing Director of Smyle, added: “We’ve always shared a belief in the power of experience. This alignment is not just strategic, it’s disruptive. Together, we’re challenging industry norms and creating something greater than the sum of our parts, for clients and for our people.”
The newly unified Identity will continue to expand its international footprint. While headquartered in the UK, the agency already operates globally, with an established presence in the UAE and Saudi Arabia and a new office opening on the US East Coast in October.
This announcement is a statement of intent: to lead the global experience and events industry into a new era, while remaining deeply connected to what makes them meaningful: people, creativity, and impact.
