George P. Johnson

Watson Summit London The Festival of Disruption / IBM


Watson Summit London is IBM’s flagship conference in the UK. For 2017 GPJ and IBM decided to refresh the brand with a new positioning, new look and feel and a new approach. The aim was to improve the customer experience taking it away from the conventional corporate conference. This non-traditional approach led to the creation of The Festival of Disruption, delivered with significant impact to IBM’s client and prospect audience at The Brewery, London in October 2017.

It brought together tech and digital industry leaders; disruptive thinkers who came to challenge the conventional, debate the inevitable, and play with potential of Watson AI. Clients experienced IBM solutions through business outcomes-based content and left the event understanding how IBM can improve their day to day operations and how the latest technology can be applied to their business to deliver improved results.

GPJ used cues from our consumer experiential campaigns to create inspiring and immersive experiences that elevated a technology showcase to a space where our audience was able to connect on an emotional level. Bespoke digital activations were created to allow attendees to interact with IBM content in new ways and disruptive challengers of the norm, such as astronaut Chris Hadfield, presented from different stage formats that immersed the room in outer worldly excitement.

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