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electric vehicles as well as the development of Tracker + throughout our supply chain .”
On the need to demonstrate green efficiency while running COP26 , Gietzen says : “ The non-negotiable net zero nature of COP26 has certainly assisted us with streamlining our practices and confirming our belief that delivery of fully certified sustainable events will soon become an expected norm for UK events .
“ We already encourage clients to go further than this and embed sustainable practices within their events . This can range from using local suppliers and contractors to reducing distance travelled to site , to applying the ‘ measurements and monitoring ’ element of ISO 20121 , to accurately gauge emissions and impact on the environment of an event .”
When we talk sustainability , clients often think only of the environment , however sustainability of an event is far more involved than that . Gietzen says he believes that ‘ do no harm ’ is no longer enough . “ Identity seeks ‘ to do good ’,” he says . “ Creating
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Michael Gietzen
and leaving a positive legacy is the goal – and this where Identity ’ s clients are the key winners .
“ The way Identity creates and delivers events , based on a solid foundation of social value , enhancing the wider impacts on society , to include the environment , and holding ourselves to account for these , is transformative .
“ We have devised and continue to refine our ‘ Event Sustainability Checklist ’ and communicate the importance and added value , both economic and environmental , of this to our clients .”
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“ Everything that Identity produces , procures or purchases for COP26 is recycled , recyclable and / or reusable . Every miniscule element of the entire event is sustainably assessed and audited .” – Michael Gietzen |
Everyone must buy in Identity has run some of the most important events the UK has seen in recent years , so what does this say about the team , I ask Gietzen . “ Having started in 2001 with fewer than 20 employees , Identity now comprises a permanent team of more than 150 as well as an extensive freelance network ,” he says . “ Our internationally acclaimed and forward-thinking leadership team of 20 + boasts in excess of 350 years ’ experience within the events industry .”
But it isn ’ t just experience that gives Identity its edge . It considers itself disruptors within the sector , hungry to drive change and fully able to compete for the biggest contracts against some of the longest-established names in the industry .
“ We are constantly asking ‘ how can we improve the scope , reach and engagement of our client ’ s events ?’,” he says . “ We aren ’ t afraid to suggest improvements to a brief or offer constructive criticism . As well as our sustainability pledges , our social values manifesto is pioneered by our team , proudly communicating our commitment to embedding social value into every event . We deliver the same energy and passion to all events entrusted to us – regardless of size .”
Gietzen adds that despite the agency ’ s rapid growth over the past three years , they remain a tight knit team with an enviable company culture that underpins the work .
“ Our ‘ one team ’ mindset is centred around ‘ remarkable things happen when we work together ’,” he says . “ We know that to deliver exceptional events we need to work with exceptional people . A career with Identity means surrounding yourself with truly exceptional industry leaders that will learn as much from you as you will from them .”
The proof , then , will be in the COP26 pudding .
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