UK-based experience agencies Identity and Smyle have announced their merger under a single brand, which will take the name Identity. The full new branding is to be revealed in November.
The merge aims to create “greater creative and experiential capabilities at better value”, according to the agencies. They claim the unification of the brands will create one of the leading independent agencies in the global events industry.
Both companies will retain their teams following the transition, which brings together their combined expertise across brand experiences, live events and large-scale public sector projects.
Smyle is known for delivering campaigns for brands including Amazon, TikTok, Adobe and Salesforce. Identity has built a reputation for delivering high-profile live events such as COP26 and COP28, the King’s Coronation and London’s New Year’s Eve celebrations.
Specialist brands NJ Live, Dreamlike Studio, Powered by Humans and The Sports Presentation Company will also come under the new Identity brand.
Identity is also expanding its global reach with a new office opening in the US this month.
Identity CEO Michael Gietzen (pictured) said: “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.”
Smyle managing director Dominic Thomas-Smith said: “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.”
