Authentic experiences start with authentic people—and our strategists are those authentic people. Their dedication to our clients and their activations is something that sets us apart from the rest. When your experience is grown out of a strong, strategic foundation, you not only invest in its onsite success, but the fruits of that labor long …
Authentic experiences begin with authentic people. At GPJ, our strategists empower our creative teams to think big while anchoring ideas in what matters most: our clients’ goals. Strategy at GPJ is a multidisciplinary practice. By blending research, cultural insight, and brand intelligence to shape our experiences, we create moments that are not only inspired, but …
Authentic experiences come from authentic people. As the bridge between our clients’ goals and incredible experiences, strategy combines several disciplines to uncover deep insights that power our creative storytelling, attendee journeys, and overall experiential design. GPJ Strategists and their work are foundational to our experiences, making our strategy teams an indispensable force in delivering work …
In a world increasingly drawn to the ease and average ideas that AI delivers for free, we at George P. Johnson (GPJ) believe our clients deserve more. Real people. Real data. Real growth.
The brands that are leading the charge on sustainability aren’t talking louder or more explicitly, they’re designing smarter systems around it.
Retailers are building brand loyalty with fan-centric, wellness, and blind box experiences, while big box stores experiment with AI for automated efficiency.
Meet Macklin Andrick, Senior Creative Technologist If you ask Macklin what he does at George P. Johnson, he’ll tell you with a grin: “I build cool s*** for companies to tell their product and brand stories.” Macklin helps our clients turn big ideas into tangible, unforgettable experiences. Whether he’s translating complex technical concepts for non-technical …
Gen Z is embracing art, cultivating knowledge spaces, co-creating fandoms and reviving analog media as currencies of cultural influence and value in an AI-saturated era.
“The future of marketing demands courage, creativity, and trust, and GPJ is already there, leading the way.” – Fiona Bruder
In 2025, brands are capitalizing on cultural flashpoints—from post-win athlete endorsements to direct-to-fan activations—to create timely, emotionally resonant experiences that drive deeper fan connection and long-term brand equity.
In a world of shrinking attention and rising costs, brands are doubling down on experiences that are data-rich, emotionally resonant, socially provocative, and community-built.
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 …
Why Live Experience Is Your Most Valuable Tool When the pace of change accelerates, your message has to move with it. Modern marketers face increased pressure to be agile, timely, and efficient—all while delivering exceptional experiences that resonate deeply with their audiences. This is where broadcast-enabled GPJ Live Production becomes a strategic asset in your …
In an always-on world, the live stage remains one of the most effective platforms for a brand to express its values, energize its audience, and inspire action. But to get tangible results requires thoughtful design, technical expertise, and strategic alignment of your brand objectives. Live Production weaves all of these together through a fully integrated …
Experiential culture is evolving—fans seek co-creation, listeners crave presence, travelers chase flavor, and transit becomes transformative. Across industries, consumers want deeper, more sensory, and participatory real-world connections.
Disrupting Fear, Uncertainty, and Doubt with Trust In 2024, crypto faced its toughest test. Global crackdowns intensified, trust hit an all-time low, and even Binance—the world’s largest exchange—was under fire. But within the uncertainty was a spark: a chance to reset the narrative and rebuild belief in the future of blockchain. Binance Blockchain Week 2024 …
In 2025, brands are shifting toward more personalized and community-driven sports experiences, strategically leveraging premium B2B hospitality at marquee events, immersive activations in niche sports, and dynamic sports tourism strategies.
Experiences are evolving, and so are the ways brands and consumers interact — from immersive cinematic adventures, to sober wellness gatherings, AI time manipulation, and content co-creation.
By Nat Wittstruck and Jon Gaffney At GPJ, we see every cultural shift as an opportunity in disguise. SXSW 2025 offered brands a powerful glimpse into a transforming festival — and with it, the evolving expectations of global audiences. While some declared this year’s event to be entering a “late-stage” era, we see it differently: …
Sports thrive on the unforgettable moments. A game-winning shot. A record-smashing sprint. A championship-clinching goal. Fans don’t just watch these moments—they live them. And brands that tap into that lived passion become part of the story. That’s the power of sports, and that’s the power of experiential marketing. According to Research & Markets, the sports …
Brands are increasingly seeking more targeted and unique ways to create sought-after consumer experiences through high-touch tactics, experiential commerce and local collaborations.
This past year was one of immense change, disruption, and growth. A year many were not reluctant to leave behind. But from volatility comes resilience and perspective. And while we’re fully in the swing of a new year, continuing to contemplate where we’ve been will help us develop a clearer picture of what’s ahead. We can’t predict the future, but we can certainly be ready for it.
From striving to max out one’s potential and switching between physical and digital realms, to prioritizing influencer-vetted products, brands and consumers alike are looking for ways to level-up.
In this issue, we take a look at dissipating age-group expectations, viral absurdity as content currency, simple tech resurfacing beyond nostalgia, Spain’s ‘pineapple-gate’, Nintendo’s new wake up call — and so much more!
Moment to moment, experiences are evolving around us. Keep it here for the most relevant news, updates, and insights as you consider your next experience.
Ready to Experience Everything? Shoot us an email or fill out our online form and we’ll begin the conversation on how we can support your brand.
