George P Johnson

What George P Johnson does

George P Johnson (GPJ) is a global strategic experience marketing agency founded in 1914 and headquartered in London, operating across 29 countries with 1,001-5,000 employees and activating an average of 27 events per day. The firm delivers end-to-end experiential marketing services — from strategy and research (Knowit) through experience design (Dreamit), production and fabrication (Makeit), and event delivery (Doit) — to enterprise clients in technology, automotive, logistics, retail, and luxury sectors, including 20+ year relationships with Cisco, IBM, Salesforce, DP World, Starbucks, and Porsche. GPJ supplements its core services with the GPJ Lab, an in-house innovation hub in London that prototypes generative AI, AR/VR, robotics, and bespoke APIs for client activations such as the AI Observatory at Cisco Live Amsterdam 2025 and AI-generated artwork for The Weather Gallery at Cannes Lions 2023. The business model is professional services: project-based, bespoke engagements priced by quote, sold through dedicated enterprise account teams with no public rate card or SaaS/transactional revenue. The firm is privately held as a division of Project Worldwide, a diversified agency network that also includes Talisman, OS Studios, Motive, G7 Entertainment Marketing, and Spinifex, and has completed three acquisitions (pulse220 in 2015, Kenwood Experiences in 2018, Talisman in 2023) to extend into digital, gaming/esports, and sports marketing verticals.

Name

George P Johnson

Legal name

George P. Johnson

Website

https://gpj.co.uk

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

George P Johnson (GPJ) is a global strategic experience marketing agency, founded in 1914 and headquartered in London, that designs and delivers large-scale brand events, experiential campaigns, and immersive activations for enterprise clients including Cisco, IBM, Salesforce, DP World, and Starbucks across 29 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices18 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Experience Marketing Services: GPJ generates revenue through comprehensive strategic experience marketing services including strategy (Knowit), design (Dreamit), production (Makeit), and delivery (Doit). The agency works on project-based engagements with enterprise clients, delivering experiential campaigns, events, and brand activations. Revenue comes from professional services fees for creative development, production, project management, and event execution across global markets.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

George P Johnson (GPJ) is a strategic experience marketing agency that delivers end-to-end experiential marketing services spanning strategy, experience design, production/fabrication, and event delivery for global enterprise brands. The agency plans, designs, produces, and executes corporate events, conferences, exhibitions, product launches, brand activations, sports sponsorships, hybrid events, and immersive brand experiences across physical and digital formats.

Product overview

George P. Johnson (GPJ) is the world's leading strategic experience marketing agency operating a four-part service model: Knowit (strategy and research), Dreamit (experience design across screen, space and stage), Makeit (fabrication and production), and Doit (event delivery). The agency supplements these core services with the GPJ Lab innovation component for technology exploration (testing generative AI, AR/VR, robotics, and bespoke APIs) and the Ignite Training Program for talent development. GPJ also offers specialized Sports Marketing services. The portfolio is organized as professional services rather than software products.

Differentiator

Problem solved

Functional benefit

Brands

• GPJ Ignite: Entry-level train-to-hire program focusing on immersive, hands-on experiences for graduates and career changers
• GPJ Lab

Products and services

• Knowit Strategic research and planning practice combining primary and secondary research to ensure experiences are designed for positive human outcomes and sustainable business impact. Sold to enterprise clients as part of GPJ's strategic services.
• Dreamit Experience design service spanning screen, space, and stage, employing an audacious approach to design experiences that thrill, inform, and engage client audiences. Sold to enterprise clients as part of GPJ's creative services.
• Makeit Production and fabrication service bringing designs to life through engineering and making, handling both major and minor details with ingenuity and integrity. Sold to enterprise clients as part of GPJ's production services.
• Doit Experience delivery service executing extraordinary experiences with client partners, operationalizing GPJ's 'Make no small plans' approach. Sold to enterprise clients as part of GPJ's event delivery services.
• GPJ Sports Marketing Specialized sports marketing and activation service delivering experiences for brands in sports culture, including fan experiences, B2B and B2C activations, and sponsorship integration. Sold to enterprise clients seeking to leverage sports partnerships.

Quantifiable outcome

• 4.7/5 Customer Satisfaction (CSAT) score at Cisco Live 2025
• +11 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature6 records

Partnerships

One partnership is on record.

• No Hot AshescoreStrategic or Co-development PartnerCreative production partner for the AI Observatory at Cisco Live Amsterdam 2025, collaborating on the 360-degree LED environment and interactive installations featuring generative data visualization.

Scale indicators16 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• MKG: Boutique experiential marketing agency specializing in brand activations, live events, and pop-up experiences. Comparable offering to GPJ at smaller scale, frequently competing for the same mid-market and selective enterprise experiential briefs.
• GES (Global Experience Specialists): Global events and exhibits provider serving large enterprise clients with end-to-end event management, exhibit design, and brand experiences. Directly competes with GPJ on trade shows and corporate event mandates, particularly for technology clients.
• Sparks: Experiential marketing agency that is a sister company to GPJ under the Project Worldwide network. Sparks competes with GPJ for the same enterprise event and brand activation work, and the two are frequently compared head-to-head by procurement teams evaluating Project Worldwide capabilities.
• Freeman: Global brand experience company offering events, exhibits, and digital experiences for enterprise clients. Comparable in scale and full-service scope to GPJ, with strong overlap in trade show, conference, and corporate event delivery for Fortune 500 brands.
• Momentum Worldwide: Global experiential marketing agency within the McCann Worldgroup IPG network, with comparable client roster and service offering spanning brand experience, sports marketing, and live events. Directly competes with GPJ on major enterprise experiential mandates.
• Octagon: Sports and entertainment marketing agency with deep expertise in sponsorship activation, athlete representation, and sports-led experiential campaigns. Directly overlaps with GPJ's Sports Marketing practice and competes for sports sponsorship activation budgets.
• Team Epic: Creative experiential agency serving enterprise B2B and technology clients with event marketing, brand activations, and creative production services. Headquartered in NYC with comparable client mix and service model to GPJ's strategy-plus-delivery approach.
• Jack Morton Worldwide: Global brand experience agency and one of the longest-tenured direct competitors to GPJ, operating across experiential marketing, events, and brand activations for major enterprise clients under IPG. Both agencies compete for the same flagship brand experience RFPs and utilize comparable full-service strategy-through-delivery models.

Regional players

• Vok Dams: German-headquartered experiential marketing agency serving major enterprise clients across DACH and broader Europe. Directly comparable service model and event execution capability to GPJ's Stuttgart operation, but with primary geographic concentration in Germany versus GPJ's broader global footprint.

Broad incumbents

• Deloitte Digital: Larger creative and digital agency practice of Deloitte offering brand experience, creative, and marketing technology services as part of a broader professional services portfolio. Competes with GPJ on enterprise mandates where clients seek integrated consulting plus creative execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GPJExpMktg
• Facebookfacebook.com/experiencegpj

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about George P Johnson