The events industry has undergone some major changes over the past couple of years with the lingering effects of the pandemic influencing a shift in social attitudes and event trends: Michael Gietzen, CEO, Identity Group
Here’s the full Q & A:
Please tell us more about Identity and what the agency does?
One way to describe Identity is to say we are a full-service events agency with 20 years of experience delivering high-calibre events. An in-depth way to talk about Identity is to recognise we deliver flawless execution, and creatively and carefully thought-out human experiences – be it in-person, virtual, or hybrid multisensory experiences.
For example, in 2021, we ensured the successful delivery of COP26 by engaging audiences in person and across the world in different time zones – which is no small feat. At the time, our team comprising almost 4000 event experts and experienced design and delivery crew, and 1000 volunteers, planned and produced this event – curating every moment so that is vibrant and engaging all around in just under eight months. Identity managed everything from the event infrastructure, facilities, overlay, production services and host broadcast/media services and virtual conference offering for COP26.
Tell us more about the live events sector. Your thoughts on what is a “human experience”?
Live events are described as the first casualty of the pandemic. While the recovery has been challenging there is a positive outlook in 2023. There is high anticipation for in-person events supported by a high number of event professionals who have increased their budgets for 2022 – according to the 2022 Global Meetings and Events Forecast.
That being said, there is a clear focus on health and safety – an integral part of creating successful and memorable human experiences. Whether it is integrating touchless technology or digital event communication playing an important role in creating safer spaces – these procedures are vital.
How have things changed with the lockdown and pandemic?
The events industry has undergone some major changes over the past couple of years with the lingering effects of the pandemic influencing a shift in social attitudes and event trends. The most prominent shift Identity has identified is two-fold, the uproar in hybrid events – integrating more AI and digital elements, and the increased demand for eco-friendly sustainable events.
On the first point – today’s businesses are evolving to integrate AI at the core of their operations and countries are launching nationwide initiatives. For example, the United Arab Emirates is driving its Digital Economy to contribute to non-oil GDP from 11.7 percent to over 20 percent within the next 10 years.
Last but not least, being sustainability-conscious is one of the core sets of values woven throughout our work. In the past three years, we have implemented initiatives to help achieve our goal of being Net Zero by 2050 including Identity’s Journey to NetZero and Carbon Reduction Plan – Sep 2022.
How do you see the creative production industry changing in the coming years?
Building on the industry trends and changes mentioned earlier, Identity has a strong and evolving commitment to creating flawless and memorable human experiences – delivering on the storytelling driving events. Identity is disruptive in the way it understands both clients and suppliers across the spectrum of the industry to design a positive impact.
For example, Identity planned and produced the London New Year’s Eve Fireworks Show starting from July 2022 through 31 December 2022 – this included soundtrack development, pyrotechnics design, lighting design and programming. We were a team of 55 people on site to do final preparations for an extravagant show featuring 12,000 fireworks by Titanium Fireworks, 400 drones by Celestial, lighting by Tim Routledge and music directed by Kojo Samuel and On The Sly – creating a safe, creative and memorable experience for a live audience of more than 100,000 people.
We are very proud of having had the opportunity to showcase this celebration – it is a massive achievement for Identity and something I personally was really excited about.
The Best Businesses Are Built Around Passion. What are your views on this?
Absolutely. Passion for vision and grit for delivery. Identity is disruptive because we like to think without the box – especially when it comes to creating an experience and producing an unforgettable event.
Under my stewardship, Identity has developed into a full-service, multi-award winning, and highly creative agency achieving incredible success and has been ranked by the Financial Times as one of Europe’s fastest-growing businesses. Some of Identity’s awards include the Sunday Times Fast Track 100 ranked, FT-Statista listing of Europe’s 1000 fastest growing businesses, and the Queen’s Award recipient for Enterprise in International Trade to name a few. Our collective effort and collaborative and positive teamwork pay off because we are passionate – it is the root of our success.
On a personal note, what have been the highlights of your career so far? Your key learnings?
Every year seems to bring its own highlights – that’s why I love my job!
Producing London’s New Year’s Eve fireworks show, and celebrations was a highlight. NYE is a big night for London. The city has been at the forefront of global celebrations for much of the last two decades but as the years went by and more innovative, exciting, and creative celebrations were emerging in other world cities, Identity was tasked with taking over the show and shaking it up – and we did that in spades! Identity transformed the brief into a compelling narrative, ‘Wow, I’ve never seen this before’ experience for all 100,000 in-person audience – to send a message of love and unity to the world. It was a sparkling and fitting way to end 2022 and welcome 2023.
Just last week, we delivered the Coronation of Kings Charles III. This was a great honour for Identity and a formidable logistical undertaking – beamed across the world for all to see. There was the most incredible atmosphere throughout the UK over the Coronation weekend coming to a crescendo during the event. Knowing that Identity was a key part in this event – that will forever be part of history – most definitively qualifies as another career highlight.
And of course, opening our offices the Middle East has satisfied one of my own long held ambitions. We are proud to be welcoming our new team to our new offices in the UAE. Witnessing Identity expand into the region, bringing our production expertise coupled with innovative broadcast technology to deliver the world’s largest hybrid events to the Middle East is undoubtedly a highpoint for me and for Identity.
Since 2010, Identity has grown its team from 3 to 250+. We currently have offices in Eastbourne, London, Abu Dhabi and Dubai, and we are driven to continue growing our footprint regionally and globally. Our independence, which we are very proud of, has made us agile over the years, enabling us to continuously raise the bar in global events, making every moment matter.
Beyond working with an incredibly strong and inspiring team, I am a family man. I am married with two wonderful children and a dog (called Bertie). I am a keen swimmer, golf enthusiast, and an F1 fanatic! (Its why I love the UAE).
