Think 2024
Think is IBM’s global flagship conference for top clients, targeting senior business and decision makers across IBM’s Technology and Consulting accounts and partners.
In 2024, it made a historic move to Boston, a city renowned for its history and innovation, and a central location for global attendees.
At Think 2024, clients and partners learned how to scale AI for business to accelerate innovation and productivity. They exchanged new ideas, connected with leaders, technical and consulting experts, partners, and peers. They got hands-on with immersive experiences, discovering how hybrid cloud and AI are innovating new business models, improving efficiencies, reducing costs, tackling cybersecurity threats, and reimagining industries.
Building on its AI momentum, Think served to strengthen IBMs portfolio across technologies, expertise, and its ecosystem to help deliver tangible business value with AI for enterprises.
Think showcased how IBM is investing to make AI more open, cost effective, and flexible for businesses.
As IBM’s experiential partner, GPJ partnered with IBM to help them design and deliver experiences that focused on business outcomes, including pipeline progression/creation, developing and expanding C-level relationships, and accelerating the IBM brand reputation.
As we developed the programs and experiences at Think, we were led by four guiding principles:
- Focus on Outcomes
- Quality over Quantity
- Memorable Moments
- Creative Reuse
Global Activations
GPJ is the agency partner for the IBM global activations program, producing both a suite of new activations that made their debut at Think and supporting updates to existing activations, like the award-winning, AI powered table tennis activation, Calling the Shots.
Innovation Studio Experience
The Innovation Studio Experience at Think was a crucial touchpoint to drive meaningful engagement and client outcomes. Here, attendees engaged with hands-on sessions that provided a preview of the full IBM Innovation Studio experience. The centralized showfloor experience deepened awareness and interest across industry and target accounts and resulted in interest and actions in scheduling full Innovations Studio sessions at locations around the globe.
The Meeting Center
By creating a curated and dynamic destination for organized networking and semi-private meetings, attendees gained access to IBM leaders, account teams, and sponsors in a single, centralized meeting space. Here, more than 1.5k meetings led to outcomes and crucial next step opportunities for IBM.
Live Production
GPJ provided production, content and technical oversight for the Spotlight Theaters, Tech Byte Stages, Forum, IPPD, all-conference special event [Blue Block Party}, and Ancillary Meeting Rooms.
GPJ’s Live Production team worked with our Project agency partner, Partners & Napier, to ensure exciting and precision coverage of Think 2024: from forum theater sessions and activations, to executive leadership team interviews.
Strategic Partner and Ecosystem Integration
In total, 31 partners were represented at Think, with 24 having a notable presence on the Forum showfloor. From the Meeting Center to the Forum, to dedicated networking environments and roundtable sessions, partners were fully integrated into the Think experience.
Blue Block Party
At the Blue Block Party, GPJ’s Special Events team created a celebration where Think attendees were immersed in Boston’s unique history and culture. The evening merged iconic history with culinary delights and the musical heartbeat of Boston at the heart of Harpoon Brewery.
Sustainability
With sustainability a key priority for both GPJ and IBM, we partnered to implement a multi pronged plan for reducing the carbon footprint through reduction, reuse and recycling, which was also measured for future planning. Elimination of giveaways, sustainability tips for attendees and volunteer opportunities as part of the IBM CSR initiative were also provided.
Event impact areas included:
- Architecture/Build
- CSR
- Energy, Lighting & AV
- Flooring
- Food & Beverage
- Furniture & Decor
- Graphics & Collateral
- Travel & transportation
- Waste Services
- Venue
Results
Before attendees left Boston, they knew exactly where IBM is heading, what next steps to take to bring their enterprise to the forefront of AI for business and how IBM and its ecosystem of partners can support their mission. And for those who missed it, it lives online, too!
Think Moves On!
Think on Tour 2024 is the global extension of the Think franchise to bring the Think IBM messaging and experience to local leaders. Kicking-off with the flagship conference in Boston, these WW events scale and execute at the market level to drive consistency in message and experience. Market events are scaled and delivered by GPJ country teams in partnership with the GPJ WW project team providing global guidance.
Think on Tour locations included:
- Japan
- Madrid
- Singapore
- Toronto
- Mumbai
- Munich
- London
