14 Agency Insight
IDENTIFYING THE ISSUES
Martin Fullard talks to Identity ’ s Michael Gietzen , the agency tasked with delivering COP26
n event of COP26 ’ s nature is so vast , the very idea of planning is eclipsed by the bewilderment of where to start .
The central venue for the summit is Glasgow ’ s Scottish Event Campus ( SEC ). This offers vast exhibition and meeting spaces , as well as a 14,300-capacity events arena . In broad terms , Identity will be responsible for transforming an area the size of 12 football pitches into a suitable location to host the largest gathering of heads of state ever to take place in the UK . Identity will conceive , design , and build the entire production infrastructure required .
“ As with all the other globally significant events delivered by Identity , such as the NATO Leaders Meeting and the G7 Summit , COP26 will be multi-faceted , and requires meticulous planning from a huge number of stakeholders ,” says Michael Gietzen , Identity ’ s MD . “ Over the course of the 12 days of COP26 , the SEC and event perimeter will be under the scrutiny of the worldwide media as well as being subject to a security ring of absolute steel . The venue and Identity must showcase the world-class talents of the UK events industry .”
Central to every planning aspect of delivering COP26 , widely regarded as the vital global platform to tackle the climate emergency , is sustainability .
‘ Identity demonstrated at G7 that global events can be delivered to very high standards while simultaneously achieving ambitious sustainability objectives . These learnings from G7 have helped inform and confirm all the sustainable measures in place for COP26 – with its dedicated climate change agenda , the stakes on delivering sustainability couldn ’ t be higher . “ 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 ,” adds Gietzen .
Alongside all this , there are numerous contingency plans in place for countless variables – not least the ability to pivot to hybrid or virtual delivery in the event of Covid-19 complications .
Self-assessment Has dealing with an event of this nature made Identity reassess its own practices as an agency , which will help Identity run more sustainable events for other clients , I ask Gietzen .
“ Identity has long championed a ‘ green agenda ’ and we took our first steps towards changing practices within the business in 2017 ,” he says . “ Since then , our ambition ( in all areas ) has grown , and we have a fully formulated plan to be an entirely carbon-neutral business by 2050 .
“ Our commitment to leading the way in producing exemplary , world-class , sustainable events trickles down through every department of the business . Delivering COP26 hasn ’ t made us reassess our practices but has instead made us ever more determined to double down on these pledges and be a trailblazer for change throughout our industry .”
Talk can often be cheap , and ‘ green washing ’ is being called out more often these days . Gietzen says he fully understands the need to practise what they preach .
“ Our environmental committee carries out regular internal audits and is continually introducing new , improved business practices ,” he says . “ These include signing up to the Science Based Targets initiative , decommission of the diesel fleet and investment in www . conference-news . co . uk