Identity Middle East

What Identity Middle East does

Identity Middle East is the Dubai-based regional arm of Identity Global, a UK-registered (Identity Events Management Ltd, Company No. 04217845) experiential marketing agency that designs, produces, and manages brand experiences, live events, and large-scale mega-events for global enterprise clients. The company operates across five integrated service lines — Brand Experience, Event Management & Production, Content/Digital & Broadcast, Innovation & Technology, and Strategic Advisory — delivered through a holding structure of eight wholly-owned sub-brands covering travel (Identity Travel), creative studio work (Dreamlike Studio), live entertainment (NJ Live, Identity Coda), human-centered storytelling (Powered by Humans), sport (Identity Sport, Sports Presentation Co), and corporate event planning (Event Planning Group).

The agency monetizes through professional services fees on project-based engagements rather than a software or platform model. Pricing is quote-based and not publicly disclosed; client acquisition relies on consultative enterprise field sales driven by case-study-driven content marketing and direct outreach. The company's revenue model is the classic experiential agency construct — winning brand-led campaigns, product launches, and mega-events for major multinational brands and intergovernmental bodies.

Customer concentration sits in the enterprise segment, with a logo roster that includes Spotify, Meta, Samsung, Adobe, HSBC, Salesforce, Arm, Warner Bros. Games, Vodafone, Costa, Johnnie Walker, WWF, Soho House, Associated British Foods, Flutter Entertainment, National Grid, and the United Nations. Marquee projects include the Arm Everywhere launch at Fort Mason San Francisco, the Warner Bros. Games Gotham activation, Expo 2020 Norway Pavilion, and the UN COP26 mega-event. Geographic footprint spans London (HQ), Dubai (Middle East regional HQ), and USA, with the agency's stated ambition to serve global clients across these regions.

Name

Identity Middle East

Legal name

Identity Events Management Ltd

Website

https://ae.identityglobal.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Identity Middle East is the Dubai regional arm of Identity Global, a UK-based experiential agency that designs and produces brand experiences, live events, and mega-events for enterprise clients including Spotify, Meta, Samsung, Adobe, HSBC, and the United Nations.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

akta.pro secondary industries

Brand Strategy & Identity Systems (MPAAAEAA), Integrated Full-Service Creative Agencies (MPAAAAAA), Visual Identity & Brand Design Systems (BPAFAEAC)

Keywords

• Experiential marketing services
• Brand experience design
• Event management production
• Live event production
• Strategic advisory services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Experiential Agency Services: The company generates revenue through professional services fees for designing, producing, and managing experiential marketing campaigns, brand experiences, and events. Revenue is derived from project-based engagements for enterprise clients across brand experience, event management, content creation, and strategic advisory services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Identity Middle East is the Middle East regional arm of Identity Global, an experiential agency that designs, produces, and manages brand experiences, live events, digital and broadcast content, and strategic advisory services for global enterprise clients. Services span brand experience design, end-to-end event management and production, content creation across digital and broadcast channels, technology integration, and experience strategy consulting. The agency delivers projects at scale, including product launches, corporate events, mega-events, world expo pavilions, and sports activations.

Product overview

Identity Global is an experiential agency offering a portfolio of integrated services centered around brand experiences and live events. The core offering includes five main service lines: Brand Experience, Event Management & Production, Content/Digital & Broadcast, Innovation & Technology, and Strategic Advisory. These services are delivered through a network of specialized sub-brands including Identity Travel, Dreamlike Studio, NJ Live, Powered by Humans, Identity Sport, Sports Presentation Co, Event Planning Group, and Identity Coda. The agency also operates an Innovation Lab for emerging technology exploration. This is a service-based agency model rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Brands

• Identity Travel: Travel services brand under Identity Global umbrella
• Dreamlike Studio
• NJ Live
• Powered by Humans
• Identity Sport
• Sports Presentation Co
• Event Planning Group
• Identity Coda

Products and services

• Brand Experience Strategic and creative service that helps brands design and deliver memorable experiential moments that connect with audiences, delivered for enterprise clients.
• Event Management & Production End-to-end event planning, logistics, and production services for corporate events, product launches, mega-events, and large-scale activations for enterprise clients.
• Content, Digital & Broadcast Creation of digital content, broadcast materials, and multi-channel media for events and brand communications, serving enterprise clients.
• Innovation & Technology Technology-driven solutions and innovative approaches integrated into experiential campaigns and events for enterprise clients.
• Strategic Advisory Consulting services to help brands develop experience strategies and optimize engagement with target audiences, delivered to enterprise clients.
• Identity Travel Travel and destination management services for experiential events and corporate travel needs, offered as a specialized sub-brand under Identity Global.
• Dreamlike Studio Creative studio specializing in immersive and digital experiences, offered as a sub-brand under Identity Global.
• NJ Live Live event production and streaming services, offered as a sub-brand under Identity Global.
• Powered by Humans Human-centered creative agency focused on authentic brand storytelling, offered as a sub-brand under Identity Global.
• Identity Sport Sports marketing and event management services, offered as a sub-brand under Identity Global.
• Sports Presentation Co Sports presentation and fan experience services, offered as a sub-brand under Identity Global.
• Event Planning Group Corporate event planning and management services, offered as a sub-brand under Identity Global.
• Identity Coda Music and entertainment integration services for events and experiences, offered as a sub-brand under Identity Global.

Named customers17 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• Identity TravelcoreOthersSubsidiary brand specializing in travel-related experiential services and destination experiences.
• Dreamlike StudiocoreOthersSubsidiary brand focused on creative and production studio services.
• NJ LivecoreOthersSubsidiary brand providing live event and entertainment services.
• Powered by HumanscoreOthersSubsidiary brand focused on human-centered experiential marketing.
• Identity SportcoreOthersSubsidiary brand specializing in sports-related experiential events and activations.
• Sports Presentation CocoreOthersSubsidiary brand focused on sports presentation and event production.
• Event Planning GroupcoreOthersSubsidiary brand providing event planning and management services.
• Identity CodacoreOthersSubsidiary brand offering specialized coded/experiential solutions.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Amplify: London-headquartered experiential marketing agency creating brand experiences, activations, and events for global brands. Strong direct peer given shared UK market, enterprise client focus, and consultative sales approach.
• Momentum Worldwide: Global experiential marketing agency under IPG/McCann providing brand experience, event, sponsorship, and entertainment services. Comparable integrated service lines and enterprise client roster.
• Jack Morton Worldwide: One of the world's largest brand experience agencies, delivering live events, brand activations, and immersive experiences for global enterprises. Highly comparable multi-disciplinary service model spanning strategy, content, and production.
• George P. Johnson Experience Marketing: Major global brand experience and event marketing agency serving enterprise clients across product launches, conferences, and immersive brand activations. Closely comparable in scale, scope, and marquee client concentration.
• MKG: Experiential marketing agency delivering brand experiences, event production, and creative campaigns for enterprise clients across global markets. Comparable in service mix, client caliber, and consultative engagement model.
• Sparks: Brand experience agency specializing in live events, exhibits, and experiential campaigns for global enterprises. Comparable in event production depth and enterprise sales motion.
• Trojan: UK-based experiential creative agency producing brand experiences, activations, and campaigns for global brands. Comparable in London market presence, enterprise client focus, and integrated creative/event offering.
• Octagon: Global sports and experiential marketing agency covering brand experience, event production, and sponsorship activation. Particularly comparable given Identity's sport-focused sub-brands (Identity Sport, Sports Presentation Co).

Broad incumbents

• IMG: Global sports, events, fashion, and talent management company with substantial brand experience and event production capabilities. Comparable for mega-event delivery and marquee client portfolio, though broader than experiential pure-plays.
• Cheil Worldwide: Global marketing services network with integrated experiential, creative, and digital capabilities, particularly strong in tech (Samsung is a flagship client of both Cheil and Identity). Comparable integrated services and enterprise tech client overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/identity-uae

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Identity Middle East