Identity

Experiential Marketing and Event Management Servicesidentityglobal.com

Identity is a UK-headquartered global experiential agency delivering end-to-end brand experiences, large-scale events, content, and strategic advisory for enterprise clients across technology, government, sports, and entertainment sectors.

Company typePrivate
Founded2004
HeadquartersWest Ham, United Kingdom
Headcount101–250
GTM typeB2B
OfferingServices

What Identity does

Identity (formerly Smyle) is a UK-headquartered full-service experiential agency delivering immersive brand experiences, large-scale events, content, digital, broadcast and strategic advisory for global enterprise clients. Founded in 2004 and now operating as part of Human Network Ltd under the Identity Group umbrella, the company has grown to 101-250 employees across offices in the UK (Eastbourne headquarters), the United States (New York, Irvine), the Middle East (Dubai, Abu Dhabi, Riyadh) and Australia (launched 2026). Its named client roster spans sovereign and supranational buyers (UK Home Office, Foreign Commonwealth & Development Office, United Nations/UNFCCC for COP28, INTERPOL, Greater London Authority), global technology brands (Salesforce, Meta, TikTok, Arm, Spotify, Samsung, Adobe), and major sports and entertainment properties (Women's Rugby World Cup 2025, Harlequins, EFL, British Cycling, Netflix, ITV, Johnnie Walker, Vodafone).

The core offering is organised around five service modules — Brand Experience, Event Management and Production, Content Digital and Broadcast, Innovation and Technology, and Strategic Advisory — supported by specialist sub-brands covering corporate travel (Identity Travel), healthcare events (IdentityCoda, acquired March 2026), gaming and esports (NJ Live), content creation (Dreamlike Studio), employee experience (Powered by Humans), and sports presentation (Identity Sport and Sports Presentation Co). Technical capabilities include VR/XR integration, AI-generated content environments and synthetic media, end-to-end broadcast production, and sustainability-certified delivery (ISO 20121 and PAS 2060 certifications on government work). Identity's revenue model is enterprise project-based professional services with custom quotes per event, multi-year strategic contracts, and direct enterprise sales augmented by presence at industry events (WEF Davos, Cannes Lions, CES, Met Gala). Pricing is not publicly disclosed and no standard tiers exist; instead, engagements are scoped on event scale, complexity and duration, ranging from intimate activations to mega-events such as COP28 (80,000+ in-person attendees over 14 days) and the Women's Rugby World Cup 2025 (444,465 tickets sold).

Identity firmographics

Firmographics

Name: Identity
Legal name: Identity Events Management Ltd
Website: https://identityglobal.com
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 101–250 employees
Short description: Identity is a UK-headquartered global experiential agency delivering end-to-end brand experiences, large-scale events, content, and strategic advisory for enterprise clients across technology, government, sports, and entertainment sectors.
Ownership category
akta.pro rank

Identity industry classification

Industry

Product category: Experiential Marketing and Event Management Services
NAICS: Graphic Design Services (541430), All Other Amusement and Recreation Industries (71399)
SIC: Services-Advertising Agencies (7311)
akta.pro primary industry: Activation/Experiential Creative Agencies (MPAAAAAO)
akta.pro secondary industries: Brand Activations & Experiential Campaign Design (MPAAAGAA), Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD)

Keywords

Experiential event agency
Brand experience services
Event management production
Corporate event planning
Immersive brand activations

Where Identity is headquartered

Location

Headquarters

HQ city: West Ham
HQ country: United Kingdom
HQ region: Europe

Offices6 records

Markets served

Identity business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Experiential Event Services: Project-based professional services for brand experiences, large-scale events, content and digital activations, and strategic advisory. Revenue generated through planning, production, and delivery of brand experiences for enterprise clients.
Strategic Advisory: Consulting and advisory services for government summits, diplomatic events, World Expo pavilions, and brand strategy engagements.

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Enterprise project-based pricing

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Identity product offering

Product offering

Core offering

Identity is a full-service experiential agency that designs and delivers brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments, and sports organizations. The offering spans five integrated service modules—Brand Experience, Event Management & Production, Content/Digital & Broadcast, Innovation & Technology, and Strategic Advisory—supported by a portfolio of specialist sub-brands covering corporate travel (Identity Travel), healthcare events (IdentityCoda), gaming/esports (NJ Live), content creation (Dreamlike Studio), employee experience (Powered by Humans), and sports presentation (Identity Sport, Sports Presentation Co, Event Planning Group).

Product overview

Identity Global is an experiential agency that designs and delivers brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments and sports organisations. The company operates as a unified platform with five core service modules (Brand Experience, Event Management & Production, Content Digital & Broadcast, Innovation & Technology, and Strategic Advisory) supported by a portfolio of specialist sub-brands including Identity Travel (corporate travel), IdentityCoda (healthcare events), NJ Live (gaming/esports), Dreamlike Studio (content creation), Powered by Humans (employee experience), Identity Sport (sports presentation), Sports Presentation Co, and Event Planning Group. The offering spans from intimate 50-person experiences to mega-events like COP summits and World Expos, serving clients across government, technology, financial services, sports, media, gaming, and FMCG sectors.

Differentiator

Problem solved

Functional benefit

Products and services

Brand Experience End-to-end brand experience design and delivery for enterprise clients, creating live, physical or digital interactions that bring a brand to life in ways audiences can feel, not just observe.
Event Management and Production End-to-end event planning, production, management and delivery services for events of any scale, from intimate gatherings to mega-events like COP summits and World Expos.
Content, Digital and Broadcast Content creation, digital experiences and broadcast services for brand activations, including live streaming, broadcast production, and digital storytelling.
Innovation and Technology Technology integration for experiential events including VR, XR, AI-generated environments, immersive experiences, and interactive brand activations.
Strategic Advisory Consulting and advisory services for event strategy, brand experience planning, government summits, diplomatic events, World Expo pavilions, and brand strategy engagements.
Identity Travel Corporate travel management services for enterprise clients, rebranded from Beyond Business Travel to extend Identity's integrated travel and events offering.
IdentityCoda Healthcare events and experiences specialist serving pharmaceutical and healthcare clients requiring compliance-led delivery.
NJ Live Gaming and esports division delivering large-scale gaming activations such as Supercell's Clashfest at DreamHack Atlanta.
Dreamlike Studio Content creation and storytelling studio producing brand narratives and digital content for experiential activations.
Powered by Humans Employee experience services for organizations seeking to engage internal teams through events, communications, and culture programs.
Identity Sport Sports presentation and fan experience delivery for sports federations, rights holders, brands, and event organizers.
Sports Presentation Co Live sport delivery and sports presentation specialist providing event operations support for federations, rights holders and tournament organizers.
Event Planning Group (EPG) Operational consultancy for major events, expos and sporting events, supporting organizers with planning and on-the-ground delivery.

Quantifiable outcome

94% of Salesforce event attendees reported positively influenced perception of regional partnership
+5 more outcomes

Companies that use Identity

Customer profile

Named customers26 records

Segments7 records

Ideal customer profiles6 records

Identity technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature3 records

Identity partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered key and core.

ArmkeyStrategic or Co-development PartnerOngoing partnership for Annual Partner Meeting delivery, with plans for expansion in 2026. Arm cited confidence in the partnership and format, with event's success securing expansion plans.
FusekeyStrategic or Co-development PartnerPartnership with Fuse for Vodafone Wimbledon activation, with Fuse citing Identity's consistent delivery of exciting creative concepts aligned with client vision.
Identity Group (Parent Company)coreOthersIdentity Global is part of The Human Network group, overseeing independently managed organizations including Identity Travel, Dreamlike Studio, NJ Live, Powered by Humans, Identity Sport, Sports Presentation Co, Event Planning Group, and Identity Coda.

Scale indicators11 records

Recent moves9 records

Expansion highlights8 records

Identity competitors and assessment

Company assessment

Direct peers

Velocity Experiential: Boutique experiential marketing agency producing high-profile brand activations and bespoke events. Comparable on creative-led experiential work for technology and consumer clients.
MKG (MKG Experiential): Independent US-based experiential marketing agency producing brand activations, immersive experiences and large-scale events. Directly comparable on service mix (strategy through production) and enterprise/tech client roster.
Opus Agency: Brand experience agency designing events, sponsorships and experiential programs for tech and consumer brands, including flagship user/partner conferences. Comparable on the brand experience, content and strategic advisory layers.
Jack Morton Worldwide: Global brand experience agency delivering live, digital and hybrid experiential campaigns for enterprise brands. Closest direct competitor to Identity across end-to-end experiential, content and event production for the same technology and consumer client base.
Sparks: Global brand experience agency designing and producing experiential, trade-show and permanent environment programs. Competes head-to-head with Identity for enterprise and government experiential mandates.
George P. Johnson Experience Marketing: Largest exclusively-experiential agency worldwide, focused on brand experience, events and digital activations for technology and B2B clients. Direct peer across Identity's core enterprise experiential offering.
Hub International (Hub Experiential): Live events and brand experience agency delivering corporate conferences, product launches and consumer experiences. Direct competitor in the same enterprise experiential RFP pool.

Broad incumbents

IMG (Endeavor): Global events, sports and entertainment operator under Endeavor running event ownership, licensing and on-site delivery. Overlaps with Identity on mega-event delivery and sports presentation.
Wasserman: Global sports, music and entertainment marketing agency combining sponsorship, talent and experiential. Overlaps directly with Identity Sport / Sports Presentation Co for sports federation, rights-holder and brand experience work.

Emerging players

CODA (now part of Identity - IdentityCoda): Healthcare-specialist events and experiential agency acquired by Identity in March 2026. A focused niche peer prior to acquisition, now a sub-brand illustrating Identity's adjacent vertical expansion into pharma/compliance-led experiential.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Identity compliance and trust

Trust signal

Compliance3 records

Identity financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Identity leadership team

Management profile

Number of profiles

Profiles15 records

Identity subsidiaries and ownership

Company hierarchy

Subsidiaries8 records

Identity funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Identity M&A and investment

M&A and investment

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Identity

What does Identity do?

Is Identity a public or private company?

Identity is a private company. It is classified as corporate owned and is currently operating.

When was Identity founded?

Identity was founded in 2004. It employs 101 to 250 people.

Where is Identity based?

Identity is headquartered in West Ham, United Kingdom, in the Europe region.

How does Identity make money?

Two revenue lines are on record. Experiential Event Services are the primary driver. The others are strategic Advisory.

Who are Identity's main competitors?

Direct peers on record are Velocity Experiential, MKG (MKG Experiential), Opus Agency, Jack Morton Worldwide, Sparks, George P. Johnson Experience Marketing and Hub International (Hub Experiential). Broad incumbents are IMG (Endeavor) and Wasserman. CODA (now part of Identity - IdentityCoda) is listed as an emerging player.

Does Identity have an API?

No public API is recorded for Identity.

What industry is Identity in?

Identity's product category is Experiential Marketing and Event Management Services. Its primary akta.pro industry code is MPAAAAAO, Activation/Experiential Creative Agencies, with a secondary code of MPAAAGAA, Brand Activations & Experiential Campaign Design. Its NAICS code is 541430 and its SIC code is 7311.