The Human Network, parent company of leading independent agency Identity, has acquired the Smyle Group in a move that is set to redefine the Global events industry. This strategic 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, positioning The Human Network as an unparalleled partner for delivering extraordinary worldwide event experiences and incredible content.
With a combined portfolio of over 50+ years of industry experience, The Human Network boasts an unrivalled depth of knowledge and creativity in event concepts, planning, production, content creation and execution. By harnessing the diverse talents and perspectives of its expanded team, the group is poised to push the boundaries of innovation and set new benchmarks for excellence in the industry.
“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,” said Michael Gietzen, Chief Executive Officer of The Human Network and Identity. “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.”
“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,” said Dominic Thomas-Smith, Managing Director of Smyle Group. “With our expanded footprint, combined resources and fueled 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 like Adobe, Amazon, BT Group, Lloyds, Salesforce, The Royal Navy, and the Royal Air Force, to name just a few.
Commenting on the acquisition, Martin Fullard, renowned events industry analyst, commentator, and Director of The Business of Events, said, “The events industry has undergone significant transformation in recent years, and The Human Network is poised to lead the charge in shaping its future. According to our data, demand for in-person, human experiences has never been higher.”
“By combining their collective strengths and resources, there is little doubt that this group has the potential to drive innovation, raise industry standards, and create unforgettable experiences that will captivate audiences from all fields around the world.”
As The Human Network embarks on this exciting new chapter, the group remains steadfast in its commitment to delivering exceptional service, nurturing strong client relationships, and creating innovative, sustainable experiences that leave a lasting impact.
Socium Advisors Limited acted as the exclusive financial advisor to The Human Network on the acquisition of The Smyle Group of Companies, with Thursfields providing buy-side legal advisory services to the company concerning the transaction.
For more information about The Human Network and its comprehensive range of event services, please visit: www.humannetworkgroup.com
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