Identity owner acquires the Smyle Group

Michael Gietzen and Dominic Thomas-Smith

Featured Image Credit: The Human Network

Identity owner The Human Network has acquired the Smyle Group experiential creative agency.

Identity and Smyle will operate as partner agencies within the network, with their own independent teams. The Human Network group now comprises more than 280 professionals, with a presence in eight countries across the UK, Europe, and the Middle East.

The Human Network said that the addition of London-headquartered Smyle means greater resources and expertise in event concepts, planning, production, content creation and execution.

Identity has worked on events such as COP28 UAE, The Coronation of King Charles III and Queen Camilla and The London New Year’s Eve Fireworks.

Smyle’s events include Spotify’s Wrapped Live and WWF State of the Planet Address. It provides services and support including content, technical, creative, broadcast, digital and scenic.

Michael Gietzen, The Human Network’s chief executive, said: “The expansion of The Human Network marks a significant milestone in our quest to create a future where event experiences are elevated to incredible new heights.

“We share a connected passion to drive human experience through everything we do. By uniting our strengths, we have created a formidable force that will enable us to deliver unparalleled service, creativity, and value to our clients.”

Expanded footprint

The Human Network group includes divisions such as Identity Sports, NJ Live, Powered By Humans, Dreamlike State, and The Sports Presentation Co.

Dominic Thomas-Smith, managing director of the Smyle Group, said: “Joining forces with The Human Network opens up a new realm of possibilities. With our expanded footprint and combined resources, fuelled by our passion for human-centric solutions, we’re poised to revolutionise the events industry.”