Michael Gietzen leads one of the world's most ambitious collectives of experience agencies, where creativity, behavioural science, data, technology and AI combine to transform how people connect, engage and change.

Under Michael's leadership, Identity Group has grown to become the UK's most comprehensive experience agency, bringing together specialist agencies under one global network: Identity, Powered By Humans, Sports Presentation Co., Identity Sport, Dreamlike Studio, and NJ Live. The recent acquisition of Beyond Business Travel, a top 100 travel management company, signals an ambitious move to disrupt and improve the experience of business travel when combined with global events.

With offices across the UK, USA, Europe and the Middle East, Identity Group delivers large-scale, high-impact experiences for governments, global organisations and iconic brands including Salesforce, Meta, Google, Amazon, EY, Netflix and Diageo. The portfolio includes some of the world's most significant events: COP26 and COP28, The Coronation of King Charles III, The G7 and NATO Leaders' Summits, and London's New Year's Eve Fireworks broadcast to millions around the world.

Michael's strategic focus centres on driving global growth and M&A activity, building a data-powered, insight-led group designed for the future of the experience economy. He believes we are entering what he calls "The Golden Era of Experience" – where intelligent creativity, powered by technology and human understanding, becomes the most powerful tool for influence and change.

His leadership has earned significant recognition: leading the acquisition and integration of the Smyle Group of Companies; Forbes "Entrepreneur of Note"; EY Entrepreneur of the Year Finalist 2024; The Sunday Times Fast Track 100; Financial Times Top 1000 Fastest Growing Companies in Europe; and Conference News Industry Pioneer of the Year.

Michael is an international keynote speaker exploring leadership, behavioural science, AI, and the evolution of experience. His philosophy – that, Experience Changes Everything – underpins everything Identity Group delivers.