Identity pivot into digital future

Identity Group, the Eastbourne-based international events agency known for creating successful events for the likes of Panasonic, Google, NATO and Her Majesty’s Government, has transformed its prospects as a result of Covid-19.

The company has pivoted by moving from physical exhibitions into the new world of the virtual space and is now placed at the centre of the future of the fast-evolving events and exhibitions sector.


No of Employees

Event Experience + User Experience + Customer Experience = Human Experience

Identity puts experience at the forefront by combining user and customer experience to create authentic ‘human experiences’ in its events. With Identity’s help, companies learn more about what is effective in their marketing, from creating bespoke webinar options, opening virtual studios and in the case of the RAF, even hosting a virtual esports streaming event. Identity believes the only limit is the imagination of its clients. 

While investing in the best talent, Identity has also funded improvements to its Eastbourne headquarters, creating modern working spaces where team members can focus on engaging with the latest trends and tackling bigger projects, while remaining flexible and agile enough to respond to clients’ immediate needs. 


The pandemic and event industry

Flexibility and agility helped Identity Group to find its footing as the effects of Covid-19 began to be felt as the events industry faced worldwide delays and cancellations. Michael Gietzen and the leadership team acted quickly to evaluate how they could change the business to survive. Whilst the physical events team and their initial schedule were affected, the work that the leadership team had done in the proceeding years put them in good stead to take on decisions.

The company’s ethos allowed time to be taken to assess opportunities and take the hard decisions which resulted in the reorientation of the business. The leadership team was also able to get an external point of view from Jim Fletcher, business manager at Locate East Sussex, who assisted with reviewing financial plans to help deliver the new strategy.

The result

As a result of its impressive performance and growth, Identity was awarded the Queen’s Award for Enterprise in International Trade last year and reached a highly creditable 25th place on the Sunday Times Fast Track 100.  As lockdown restrictions start to change and things return to normal, Identity is already prepared to meet future demand for hybrid events, as audiences will have changed as much as the demands and needs of businesses in this post-pandemic world, making their events more sustainable.

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