The Human Network, parent company of Identity, has acquired the Smyle Group, in a bid to “become the leading network in delivering exceptional experiences and outstanding content, globally.”

Identity and Smyle will operate as partner agencies within the network, with their own independent teams and ways of working, but with greater resources and expertise in event concepts, planning, production, content creation and execution.

With a combined portfolio of over 50+ years of industry experience, the acquisition brings together the collective expertise, resources, and reach of Identity, Identity Sports, Smyle, NJ Live, Powered By Humans, Dreamlike State and The Sports Presentation Co.

CEO Michael Gietzen said: “The Human Network is largest independently owned group of experiential and creative agencies, and this expansion marks a significant milestone in our journey to create a future where event experiences are elevated to 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, while creating a diverse, inclusive and equitable environment where our employees can thrive.”

Dominic Thomas-Smith, MD of the Smyle Group, added: “As we embark on our new journey as part of The Human Network, we remain focused on our mission to push the boundaries of creativity to deliver truly extraordinary experiences on a global scale. With our expanded footprint, combined resources and fuelled by our passion for human-centric solutions, we’re poised to revolutionise the events industry.”

Aligned to the deal, Smyle Group co-founder and group executive director, Rick Stainton has decided to step down from his role at Smyle at the end of the year. Stainton will continue to showcase the wider UK events industry through The Power of Events and associated industry opportunities.

“I know Smyle Group are in brilliant hands for the future with Michael and Dominic, my first ever employee, leading the business into the next phase of its exciting journey as part of The Human Network,” said Stainton. “I look forward to continuing to work with both of them and the wider team through their ongoing support of The Power of Events.”

Commenting on Stainton’s decision to step down and the legacy he leaves, Gietzen said: “Rick has become a titan of the events industry over the last 20 years, and he should be proud of his legacy at Smyle. Everyone at The Human Network will join me in wishing Rick a prosperous future and we look forward to continuing collaborating with him at The Power of Events.”

As a group, the new strategic alliance of companies has conceived and delivered multiple high-profile and innovative events for its corporate and government client base, such as, COP28 UAE, The Coronation of King Charles III and Queen Camilla, Samsung’s Houses of Surprises, Spotify’s Wrapped Live, Meta at World Economic Forum, WWF State of the Planet Address, The London New Year’s Eve Fireworks and Drone Show as well as many forward thinking activations for brands including Adobe, Amazon, BT Group,  Lloyds, Salesforce and the Royal Air Force.