The world’s first ‘human experience’ agency launches mid-pandemic
The latest disrupter to the events sector - and we’re not talking COVID
Identity has launched its pioneering human experience (HX) offering. Taking the sector by surprise, Identity’s pandemic ‘pivot at speed’ has immediately secured some serious client wins.
Following large-scale financial investment, several heavy hitting appointments, a creative overhaul, and strategic evolution, its pioneering human experience offering has put Identity on the radar of global event tender invitations.
Within weeks of the agency’s HX launch, Identity secured a high profile contract, to be delivered on behalf of the UK Government as well as helping deliver the world’s first Virtual Air Tattoo for the RAF. It now reports 105 percent uplift in sales and a significant increase in retained earnings.
Michael Gietzen, 35, MD Identity said: “This would be considered a great achievement in ‘normal times’, but is, without doubt, an exceptional accomplishment mid-pandemic, in one of the hardest-hit sectors and by a very young agency.”
“During the darkest days of lockdown, Identity’s strategic and creative teams focused on what clients and potential clients need in this new unpredictable world. The answer: even better human experiences that people will talk about for years to come. The global pandemic made this gap in the sector even more glaring,” said Shéa Bennett, head of strategy at Identity.
A youngster in business terms, at only eight years old, Identity retained its 100+ team, hired additional heavy hitting industry talent, including Neil Mason, formerly of Jack Morton and George P. Johnson, as executive creative director, James Shirley, formerly Imagination, as head of production, as well industry stalwart Phil Allen, head of digital production, amongst several others. It also made further investment and implemented a far-reaching strategic repositioning at speed.
The agency merged data analysis, AI algorithms, creative, production and digital functions to reach far beyond the traditional hybrid or live event and Identity, Pioneers of Human Experience was born.
Last year Identity was listed in the UK’s top 100 Fast Track businesses and scooped a Queen's Award for International Trade earlier this year, yet the immediate and crushing impact of the pandemic on the events industry required a “significant review of our objectives, business plan and financial management. The result of our six months overhaul and evolution is incredible, ” said Michael.
The repositioning of the events agency mid-pandemic has taken aim at the global competition. Alongside a brand and website refresh, Identity launched a behind the scenes story following the team during the pandemic, delving into the thought process, insight and imagination that ultimately launched the ‘new’ Identity, Pioneers of Human Experience.