We partnered with Refinitiv and Thomson Reuters to develop a creative event space that is a seamless extension to the topics and conversations of the 2019 World Economic Forum.
The WEF conference connects communities of leaders around global issues through high-level meetings, research, initiatives and digital networks. This year the WEF hosted world leaders from government and business, NGOs, royalty and celebrities from 110 counties. With exclusive access and strict criteria for entry, bringing a brand activity into the WEF conversation can be difficult, bringing two brands together in a shared consistent space can be even more of a challenge.
Located at the heart of Davos, the 2,230 sq. ft pop-up experience brought together two brands as an extension to the conversations happening just next door at the WEF conference center. “The idea was to tie data to the environment of the mountains of Davos, to show how data builds and shapes to form positive momentum and growth for all. The mountains challenge us, change our outlook while we’re in Davos and inspire us when we leave. Davos and the power of data do the same,” says Mike Knaggs, Senior Creative Director at Interbrand.
Under the joint promise “Challenge, Solve, Change”, the creative concept tied the power of data to the momentum of action and positive change it creates. After the a five-month collaborative process, Refinitiv and Thomson Reuters enjoyed a convenient and warm space where guests were able to immerse themselves in meetings, presentations, and workshops – over 170 assets were produced with 25+ animations 70+ videos. This represented an opportunity to interact and learn from two brands that are challenging a more responsible and sustainable global economy, and to change the way we all integrate our expertise, technologies, and influence to transform the narrative of globalization. The client reaction and engagement to the events held at “The Point” was outstanding.
“This approach ensured we reflected the spirit of WEF through a powerful and emotionally intelligent message – Challenge. Solve. Change. There was not an ‘advertising’ angle from either side as there shouldn’t be at such an event. Both companies bring enormous value and wealth of experience to the conversation through data, domain expertise and technology which shone through.”
Mark Lulsens, Creative Manager, Refinitiv
“Our aim in working with Interbrand was to make “The Point” a fully co-branded activation, celebrating both Thomson Reuters and Refinitiv. We were proud of the seamless integration between the two brands and how the space became a natural extension of the WEF conference.”
Michelle Schoenecker, Thomson Reuters Enterprise Brand Strategy Lead
“Our challenge was to build a brand agnostic creative identity for the space, neutral to both companies. The concept needed to allude to the wider purpose and vision of the global WEF community, rather than to the specific values of either brand.”
Gillian Myles-Mailer, Client Services Director at Thomson Reuters