Group Managing Director

Michael is the Managing Director of Identity, a live events agency with more than 20 years of experience in the full-service delivery of projects within the exhibition and trade show, conference, activation and experiential sectors. As specialists in the planning, design, project management and build of world class promotional experiences wherever brands need live interaction with their customers, Identity's 'all in one place' approach allows them to seamlessly deliver any event, saving their clients time and money. 

Michael oversees Identity’s strategic vision whilst also maintaining involvement in all major projects undertaken by the company. He relishes the responsibility and challenges of his position, which allows him to work with great brands on exciting projects. Michael has led the delivery of innovative, high profile event campaigns for such marquee clients as the iTunes Music Festival for Apple, Angry Birds for Rovio, Eurotunnel Le Shuttle, Porsche, Sportradar, New Balance and Guinness World records, plus the G20 and G8 Summits, to name just a few.

Michael’s vision is for Identity to become one of the UK’s top events companies, realising a global reach through consistent excellence, superb client servicing and strong ROI.

“As a leading supplier of live event solutions across the UK and worldwide, Identity fully appreciates the importance of The Drum Experience Awards in recognising industry talent and what it means for brands, big or small, when they win one of these highly coveted accolades. I’m very excited to be on the judging panel in 2018 and will be looking for the most creative, bold and innovative teams and project activations, that exceeded best practices and delivered a high return on investment, in all winning entries."


Judging panel

Andy Dougan

Head of Experiential & Growth
Geometry Global

Nathan Homan

Creative Director
Rouge Events

Mariam Ahmed

Events Director

Rosa Chapman

Client Services Director

Chris Wareham

Managing Director
MASH Staffing

michelle linaker

head of national events
Pride of Britain

Joost Dop

Chief Executive Officer, EMEIA

Jonathan Emmins


Victoria Archbold

managing director
Hearst Live

Damian Clarke

The Current Collective

Kyra White

Head of Brand Activation
Benefit Cosmetics

Jasper Goossen

Managing Partner
Apenkooi Events

Michael Gietzen

Group Managing Director

Ben Turner

Managing Director
Wonder London

Rachel Bateman

head of experiential

Duncan Welsh

Head of Events
Serpentine Galleries

Stacey Knight

Commercial Director
CSM Live

Sian Baker

Managing Director - Content and Production / The Producers

Jonathan Owen