Max SteventonLive events and experiential agency Identity has expanded its US operations after delivering a recent activation for Red Bull featuring Olympic champion Lindsey Vonn.
The Red Bull Winter Edition launch engaged more than 7,000 skiers and will support Red Bull’s upcoming national campaign.
The agency said it has strengthened its teams in New York and California as part of its wider US expansion plans. Megan Athanas has joined as client director, and James Howitt, VP client experience, will lead the expanded US operation.
The move follows a series of recent projects Identity has delivered for major brands in the US. The agency recently delivered TikTok’s Met Gala activity, which included guest hosting at The Mark Hotel and a creator watch event overlooking the Empire State Building.
Identity, which is also behind major UK live events such as London’s New Year’s Eve celebrations, said the expanded structure will support its increased workflow across North America.
Identity’s US expansion comes during a time of change for the British-based agency. In October, experiential agency Smyle, owned by Identity’s parent company The Human Network, merged with, and rebranded as, Identity.
Howitt said, “Our work with Red Bull reflects what makes Identity different, as we consider what success looks like for our clients and their audience. We focus on creativity, craft, quality and commercial value, as we utilise our talent globally to drive a unique value proposition for our clients.
“Clients want bold thinking backed by flawless delivery, alongside a team that brings energy and personality to every project,” said Athanas. “Our expanded US operation ensures we can deliver exactly that, at a scale and consistency that matches the ambitions of the brands we work with.”