What George P Johnson Australia & New Zealand does

George P Johnson Australia & New Zealand (GPJ ANZ) is a Sydney-headquartered strategic experience marketing agency and regional arm of the global George P. Johnson Company, itself wholly owned by Project: WorldWide, Inc. — an independent global network of wholly owned creative agencies. Founded in its parent form in 1914 and operating in ANZ since around 2000, GPJ ANZ employs a workforce of 1,001-5,000 across the broader group and operates from offices in Sydney (headquarters), Melbourne, and Auckland, with access to the wider GPJ global network spanning more than 20 countries and 20 cities including the United States, United Kingdom, Japan, Greater China, Germany, India, Singapore, South Korea, Dubai, and Brazil.

The company delivers end-to-end live, virtual, and hybrid event services organised around six core practices: Strategy, Creative, Production, Content, Digital, and Registration & Guest Services. Supporting capabilities include GPJ Sports Marketing (a specialised sports fan-experience and sponsorship activation line), Experience Intelligence Reports (monthly thought leadership content), and creative technology development led by a dedicated Director of Creative Technology. The firm integrates third-party tooling such as Slido for live audience engagement and Google Analytics for web measurement.

GPJ ANZ generates revenue through project-based professional services engagements with enterprise and government clients across verticals including automotive (Toyota, Mitsubishi Motors, Lexus), technology (IBM, ServiceNow, Oracle, AWS, Atlassian, TikTok), sports (Yonex, Invictus Games), financial services (NAB), telecommunications (Optus), energy (Woodside, Synergy), tourism (Tourism Western Australia), and consumer (In-n-Out, Kiehl's, Sony Foundation). Pricing is quote-driven and project-based with no public rate card, and the firm sells through direct enterprise engagement (Managing Director and Growth Director outreach) supported by website contact channels. Notable measured outcomes include 82-100% client satisfaction scores across flagship events, 135-185% over-target attendance at IBM engagements, and 4.5/5 average ratings on Toyota conferences. The firm holds ISO 27001/27017/27018, PCI DSS, HIPAA, and GDPR-aligned certifications covering its data storage infrastructure.

Name

George P Johnson Australia & New Zealand

Legal name

George P. Johnson Company

Website

https://gpj.com.au

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

George P Johnson Australia & New Zealand is a Sydney-based strategic experience marketing agency that delivers end-to-end live, virtual, and hybrid event services for enterprise and government clients across automotive, technology, sports, and other verticals in Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Experience Marketing / Event Production Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Professional, Scientific, and Technical Services (541)

SIC

Services-Management Services (8741), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Go-to-Market (GTM) Strategy & Planning (MPAAAFAA)

akta.pro secondary industries

Industry / Category Marketing Strategy (Vertical GTM) (MPAAAFAN), International / Market Entry & Expansion Marketing Strategy (MPAAAFAL)

Keywords

• Experience marketing services
• Event production agency
• Experiential marketing
• Corporate event management
• Sports marketing activations

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices21 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Marketing Services: Professional services revenue generated through comprehensive event and experiential marketing engagements with enterprise clients. Services include strategy, creative, production, content, digital, and registration/guest services for live, virtual, and hybrid events.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

GPJ ANZ delivers end-to-end experience marketing services for enterprise clients across Australia and New Zealand, spanning strategy, creative, production, content, digital, and registration/guest services for live, virtual, and hybrid events. The agency also operates a specialized GPJ Sports Marketing practice focused on fan engagement, sponsorship activation, and hospitality experiences at major sporting events.

Product overview

GPJ ANZ operates as a comprehensive experience marketing agency offering an integrated suite of services. The core portfolio includes Strategy, Creative, Production, Content, Digital, and Registration and Guest Services that work together from concept through completion. Additionally, GPJ Sports Marketing provides specialized sports-focused experience services. The agency also produces Experience Intelligence Reports as thought leadership content. The services are delivered across live, virtual, and hybrid event formats for clients across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Strategic consulting services for enterprise clients, including creative strategy, communications strategy, audience journey planning, experience purpose development, quantitative and qualitative research, market research, and brand marketing.
• Creative Services Experience design, creative development, UX/UI and CX mapping and design, and brand identity and campaign development to create engaging customer experiences for enterprise clients.
• Production Services Event production services spanning huge public events, large-scale conferences, and virtual experiences, including showcraft and technical production delivered for enterprise clients.
• Content Services Full suite of film and content services from inception to delivery, including social video, brand film, and immersive 360 degree animation for enterprise event and campaign needs.
• Digital Services Creative technology solutions leveraging the latest advances in technology to address business challenges, delivered by a team of digital specialists for enterprise clients.
• Registration and Guest Services End-to-end registration, logistics, and guest management services combining experience and expertise with cutting-edge technology and world-class partners for back-of-house event operations.
• GPJ Sports Marketing Specialized sports marketing services including fan experience design, B2B and B2C activations, sports sponsorship integration, live event takeovers, premium hospitality, and digital and hybrid activations for major sporting events.

Quantifiable outcome

• 82% felt confident in Toyota's overall launch plans following Toyota Powerhouse 2023 event
• +11 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• DarkhorseminorStrategic or Co-development PartnerSister agency under Project Worldwide network. GPJ engaged Darkhorse for content creation and social media engagement support on Yonex Australian Open 2025 project.
• Project WorldwidecoreOthersGPJ is part of Project Worldwide, an independent global network of wholly owned creative agencies spanning advertising, branding, design, e-commerce, events, PR, talent booking, shopper marketing and social media.
• Spinifex GroupminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• PraytellminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• WondersauceminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• Partners + NapierminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• MotiveminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• ArgonautminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.
• OS StudiosminorOthersPart of Project Worldwide agency network, mentioned as sister agency under the same parent company.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Jack Morton is one of the largest global experiential marketing agencies, delivering brand experiences, events, and sponsorship activations for enterprise clients. It competes head-to-head with GPJ for the same tier of enterprise experiential mandates across regions.
• Freeman: Freeman is a leading global brand experience company offering event strategy, creative, production, and digital services to enterprise clients. It is one of GPJ's closest end-to-end experiential competitors worldwide, with overlapping capabilities across live, virtual, and hybrid events.
• Wasserman: Wasserman is a global sports, music, and entertainment marketing agency that works on sponsorship activation, fan engagement, and event experiences. It directly overlaps with GPJ's Sports Marketing practice and Yonex Australian Open-style activations.
• Sparks: Sparks is a global experiential marketing agency specializing in brand experiences, pop-ups, and immersive events for enterprise brands. It overlaps with GPJ ANZ on live brand activations, sponsorship activations, and creative event production.
• MKG: MKG is an experiential marketing and creative agency delivering brand experiences, events, and digital activations across consumer and enterprise markets. It is comparable in scale and service mix to GPJ's experience marketing offering.
• Imagination Group: Imagination is a global brand experience agency that designs and produces immersive brand experiences, events, and destination environments for major corporations. It targets the same enterprise experiential RFPs as GPJ ANZ and competes on creative strategy and production scale.
• Octagon: Octagon is a global sports and experiential marketing agency focused on sponsorship strategy, event management, and brand activation across major sporting properties. It is comparable to GPJ ANZ's sports marketing and Toyota/Mitsubishi-style automotive OEM work.

Others

• Spinifex Group: Spinifex is a sister agency within the Project Worldwide network, providing creative, content, and brand experience services. Network siblings cooperate on multi-disciplinary work for enterprise clients and may compete for overlapping scopes within the same client.
• GAP Group (George P. Johnson, global parent-brand operations): The global George P. Johnson brand operates the worldwide experiential agency network of which GPJ ANZ is the ANZ region. While not an external competitor, it operates under the same brand and shares resource pools, sister units, and client deployments.

Broad incumbents

• Live Nation Australia: Live Nation is a global live entertainment and event management company operating at much larger scale across concerts, festivals, and corporate events. While focused on consumer entertainment rather than B2B experiential, it competes for large ANZ venue-based event budgets and production talent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gpjanz

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Australia & New Zealand