In 2016, GPJ were tasked with creating a flagship experience for IBM – around the arrival of IBM President, Chairman and CEO Ginni Rometty. The visit marked a signature moment for IBM, and an opportunity for the organisation to show how they are helping businesses outthink some of their biggest challenges with the help of cognitive solutions. GPJ was asked to help IBM’s C-Suite clients understand the true definition of cognitive computing and realise how cognitive can out-think their challenges.


The event was held at the prestigious Sydney Overseas Passenger Terminal with the Sydney Opera House and Harbour Bridge as the backdrop.

One of the key features of the event was the Cognitive Studio – an installation where content referenced during the main plenary was brought to life and could be experienced in person. The 12 activations were designed to attract and engage the attendees showcasing how IBM was outthinking a wide spectrum of challenges, including: mental health, threats, melanoma, customer expectations, education and transactions to name a few. The design of the pods attracted the audience with engaging images and illustrated the story behind the demonstration, and not just the technology.


The highlights of the IBM THINK Forum included:
• A paradigm shift in terms of what IBM is known for in the market.
• An interactive experience touted as global best practice for IBM.
• In terms of social footprint, The #THINKForum hashtag was trending on twitter and achieved the #6 position, reaching a total of 1,565,718 people
• Positively overwhelming, onsite registrations exceeded from 350 to 500, of whom 400 were c-suite decision makers. Overall the attendees were impressed with the calibre of the audience.

Feedback: “Landmark week for IBM in A/NZ. Confidence increasing, pride increasing, engagement increasing.” – an IBM employee

“Never have I had such an overwhelmingly positive response with clients emailing me and voicing their appreciation for such an impressive, well run event with great content” – VP AP Marketing, IBM

“I saw a new, exciting side to IBM that I hadn’t previously seen. I was very impressed with scale of the event and the calibre of attendees.” – client attendee at Think Forum.

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