ue to its “ incredibly powerful entry ,” the judges awarded human experience agency ,

Identity , Large Agency of the Year .

To understand more about the role large agencies play , I spoke with Identity ’ s CEO Michael Gietzen . “ Large agencies , like Identity , are in a great position to shape the future landscape of events ,” he says . This is something the judges also highlighted , stating : “ the agency are recognised as an industry leader .”

“ We can help set the agenda and be drivers for positive change , while also being well placed to nurture the next generation of talent within the sector ,” he adds .

Identity takes this role seriously , which is demonstrated by its work

“ The integration of social values in campaigns and events is something that we are proud of . We see our role as not just ‘ doing it ’ but also showing how we do it .”

experience and internship opportunities , as well as its Virtual Experience Academy . “ This is a free-to-access educational offering for anyone keen to consider events as a career path ,” Gietzen explains .

The role of large agencies , like Identity , is also to help achieve social sustainable outcomes , according to Gietzen . “ The integration of social values in campaigns and events is something we are proud of . We see our role as not just ‘ doing it ’ but also showing how we do it ,” he says . This attitude was commended by the judges who said Identity are a “ very forward-thinking company ” and “ are committed to making a difference ”.

So , what ’ s next for the agency , how will it continue to grow ? “ Our growth plans are centred around

delivering exemplary sustainable events through managing environmental , social and economic impact ,” reveals Gietzen .

The agency will also focus on its people . Currently , it ’ s People and Culture Department is working towards Identity being recognised as one of the UK ’ s best employers by 2025 . “ We want to continue to attract , train and retain the very best creatives ,” he adds .

In the next five years , Identity plans to expand its in-house facilities and office locations , while “ maximising our in-house expertise in the very latest technologies .”

Gietzen concludes : “ I ’ m extremely proud of Identity ’ s journey and successes so far , but I ’ m even more excited about what is coming next .” CN