By Jalaja Ramanunni
Live events agency, Identity, is tapping into the Middle East opportunity by launching two new offices in Dubai and Abu Dhabi.
Identity has been around for over 20 years delivering events around the world. It aims to bring its production expertise and broadcast technology to large-scale, hybrid events in the Middle East.
Michael Gietzen, CEO, Identity Group, shared that the Middle East is rapidly becoming a global hub for entertainment, business, and sporting events, making it ‘a natural home’ for Identity’s offices.
Gietzen comments, “The appetite for human experiences beyond the digital realm is needed more than ever to strengthen the fabric of communities and society. The UAE is the perfect hotspot for the Identity team and industry practitioners alike to propel in a fast-paced region like the Middle East.”
The UAE has positioned itself as a hub for events globally. Gietzen said to Campaign, “It is so important to be more present in the region. The UAE is shaping the ‘environment’ conversation in the lead-up to COP28”. COP28 will take place in November at Expo City, Dubai. It is one of the biggest global events where over 130 countries meet to discuss climate action.
“Besides, 2030 is a critical year, considering the Paris Agreement and the drive to achieve sustainability goals. We’re thinking of a long-term strategy to create experiences, integrate, innovate and navigate with our regional peers, partners and the wider ecosystem. Our expansion is just the starting point, there are more positive disruptions to come,” he adds.
Global opportunities and challenges over the past years — and forthcoming ones — have put to the test what a full-service events company like Identity can bring to the table.
The Middle East is a hub for major events, from corporate conferences to world-class exhibitions and government summits, making it an ideal market to cement Identity’s presence at this time. Gietzen says, “Despite discussions surrounding a global recession in 2023, the UAE is dodging threats of a recession with the country’s strong performance.”
