Will capitalize on the region’s growth by creating hybrid events, says CEO DUBAI: Global events agency Identity is expanding into the Middle East with two new offices in the UAE. The company, which has been operational for 20 years, has worked on events including the G7 Summit, COP26, and the NATO Summit. Its clients include private companies Netflix, Google, Panasonic and Unilever. “The GCC’s substantial support for economic diversification and global partnerships, with a robust non-oil GDP growth in 2023 extends to other parts of the Middle East (and) the UAE being the region’s second-largest economy is projected to grow 3.9 percent this year,” Michael Gietzen, CEO of Identity Group, told Arab News recently. “It is clear that investments by both the public and private sectors are reaping tangible rewards, fueling an upward trajectory of activity across key sectors,” he continued. The events industry in the region “is catalyzing strong socio-economic growth,” which presents a unique opportunity for Identity “to bridge the gap between our collaborative offer and the demands of the market,” Gietzen added. The company, which combines production skills with broadcast technology to create hybrid events, has opened offices in Dubai and Abu Dhabi that will service the region. “We are thrilled to be situated at the epicenter of a thriving hub — bringing our dynamic, energetic team and core set of values to support global events as they vie for (a) stake in what has become one of the most coveted event destinations globally,” said Ryan Perkins, general manager, Identity Middle East.