Identity Unveils New Direction for Golden Age of Experience
Identity has merged with Smyle to create a single global experience agency under the Identity brand.
The move follows six months of restructuring and aims to unify more than 250 staff across strategy, creative, delivery, and measurement.
The combined agency will continue to operate independently, offering brand activations, major events, and digital experiences.
“The world is changing faster than ever before. Clients need partners who can anticipate, not just react; who can help them navigate complexity and deliver clarity through experience. That’s what this transformation is about. Identity and Smyle came together with purpose: to build an agency ready for the next decade of change – the golden age of experience.”
Group CEO Michael Gietzen said the above statement.
Author summary: Identity merges with Smyle.
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