How GPJ Built and Continues to Lead an Industry
On June 14, we celebrate 111 years of innovation, creativity, and category-defining leadership at George P. Johnson (GPJ). The number is more than a milestone—it’s a symbol. Three number ones: fitting for the agency that has been first in so many ways. Since 1914, GPJ has been at the forefront of creating what’s next in brand experience. And we’re just getting started.
“Our legacy lights the path, and our pursuit of possibility powers our journey: to lead change, spark innovation, and turn ideas into unforgettable moments.” – Fiona Bruder, Global CEO
First to Define Experiential Marketing
Long before “brand experience” became common marketing vocabulary, GPJ was designing immersive environments for Detroit automakers to create connections between brands and their audiences. We didn’t follow a trend. We invented a category. Experiential wasn’t a department or a tactic—it was the strategy. And for us, it still is.
First to Transform Global Events into Unified Brand Systems
GPJ was the first agency to run a truly global auto show program, pioneering centralized strategy and creative execution for Stellantis (a 75+ year relationship) and other automotive leaders. Today, we continue to lead global portfolio management for brands like IBM, DP World, and Nissan. We align strategy across continents, deliver experiences that are locally nuanced but globally consistent, and bring operational excellence to the world’s biggest stages.
First to Blend Live and Digital—Before It Was a Buzzword
Before hybrid became an industry standard, GPJ was integrating digital tools into physical experiences. From live streaming and on-site content creation to dynamic installations that evolve in real time, we led the charge to make live environments smarter, more connected, and more measurable. This forward-thinking foundation allowed us to swiftly guide our clients through the challenges of COVID, delivering innovative digital-first experiences that kept audiences engaged and brands visible when in-person events weren’t possible.
First to Make Sustainability a Strategic Priority
We were among the first agencies to invest in sustainability as more than a checkbox. GPJ has led efforts in carbon footprint auditing, ethical sourcing, material reuse, and ESG-aligned consulting. Our sustainability commitments are designed into the creative process and woven into how we produce every experience, because doing what’s right should always be part of the blueprint. This leadership has been recognized across the industry, earning us numerous sustainability awards, including the prestigious IMEX-EIC Innovation in Sustainability Award.
First to Turn Strategy into a Proprietary Discipline
GPJ built the industry’s first in-house Experience Strategy practice, backed by proprietary tools that turn insights into action. Our Strategic Experience Mapping® methodology—protected by a U.S. patent—applies behavioral psychology, data, and brand goals to architect experiences that drive impact. This shifted our conversations with clients from execution to transformation and our relationships from logistical vendors to strategic partners.
First to Build the Future of Talent, Not Just Events
Through our Ignite apprenticeship program, GPJ became the first agency in our space to create a structured pipeline for emerging, diverse talent. Ignite@GPJ is a short-term, full-time job in the experiential marketing industry that includes dedicated training and support. We’re not just thinking about the next big event—we’re building the next generation of experience makers.
Always First to Think Forward
These “firsts” aren’t about looking back. They’re a reminder that innovation is in our DNA. Our clients don’t just hire us to execute, they trust us to lead. Many have been with us for decades, a testament to our ability to evolve, adapt, and push their brands toward what’s next.
As we mark our 111th anniversary, we celebrate the power of one: One vision. One focus. One unwavering belief that experience can move people, move markets, and move the world.
At GPJ, we don’t just build events. We build what’s never been done before, so our clients and their audience can Experience Everything.
