Dear Readers,
Thank you so much for always reading the GP Journal. I am Kouhata, the Chief Producer at GP.
Today, I’d like to introduce our long-researched initiative, “AD to EVENT.”

At GP, we annually assist with about 200 events, and I, personally, have been involved in this business for 25 years. Even within these short 25 years, I feel that the trends and objectives of business events have been constantly evolving and transforming.

Our job is to provide professional expertise on events to our clients. However, our job is also one where we learn a great deal from the many clients we work with.

“Why is this event being held?”
“What specific outcomes are being measured for this event?”
“What are the key factors that are necessary to achieve those outcomes?”

The “AD to EVENT” initiative that I’m introducing today feels like a culmination of what we’ve learned from our growing number of clients. 

The two central ideas of “AD to EVENT”

Today, I want to share two central ideas:

1. “The era where top presentations become advertisements”
2. “Thought leadership”

For executives and decision-makers that are striving for standout branding and performance improvement for their companies, I believe these two concepts are highly meaningful. 

1. Top presentations as effective advertisements
A famous example of this is Apple’s product launch events by Steve Jobs (now carried on by Tim Cook). Even today, Apple live-streams presentations from Apple Park to introduce new technologies and features to the world.

Since the first time I watched a Jobs presentation, I’ve been using MacBooks ever since. It’s not just because they’re convenient—I also love Apple’s sense of aesthetics.

Unfortunately, I was unable to attend any of Jobs’ presentations while he was alive. I imagine people worldwide would have wanted to attend. His efforts marked the beginning of AD to EVENT.

2. Thought leadership
For this, Salesforce’s large-scale conference “Dreamforce” held in San Francisco is well-known. I’ve personally attended it as well, as a learning experience. 

If you’re in the IT industry, you’ve likely heard of it.

It’s an event packed full of opportunities, featuring conferences with various experts and mechanisms to facilitate networking among participants. Through events like this, companies can secure a strong position within their industry—a strategy that shows immense strength, especially in B2B businesses.

Rather than solely relying on TV commercials or web ads, pre-existing and new clients come together in a real-world space, experiencing the company’s appeal through all five senses. This creates powerful momentum for the company, which in turn leads to effective branding.

At GLOBAL PRODUCE, we also hold our own event, known as “PRODUCERS.”

Unlike large IT companies, our modest company with annual sales of 3 billion yen spends a whole 30 million yen on a single marketing event. It’s by no means an insignificant amount of money. 

Why do we still do it? Because it brings tangible business results, including but not limited to: 

• A significant increase in inquiries and market recognition
• Fortified positioning within the industry
• Improved event quality stemming from trust gained by partners

This is precisely what AD to EVENT is all about.

How is “AD to EVENT” different?

So, what can GLOBAL PRODUCE actually do in practice? What makes AD to EVENT different from regular events?

Here are seven key points we emphasize:

1.Story design for the event itself
2.A venue selection matching said story
3.Casting of guest speakers
4.Expertise in gathering sponsor companies
5.Website and landing page creation for the event
6.Enhancing the top presentation
7.Visible expertise in spatial design, stage production, audio-visual tech, and overall event management

In order to realize these goals, we prioritize meeting with the top executives (ideally the CEOs) of our clients.

I believe the executive producer in AD to EVENT should be the top leader of the host company.

While we as event professionals can create success through stage design, large-scale visuals, and lighting, what truly matters is whether the organizer’s spirit is present in the event’s creation. 

Strategically-designed event details combined with the leader’s soul, passionate enough to touch participants’ and viewers’ hearts—that is the core of AD to EVENT.

Closing Remarks

The times are evolving, and so are companies’ advertising and marketing strategies. The wave of AD to EVENT, as practiced by GAFAM, has already reached Japan. If you’re an executive contemplating something new, feel free to consult with me. Even if it’s just a vague idea, that’s fine. While we may not have definitive answers for everything, we can work together to create a proposal for your company’s branding and business expansion through events.

It will undoubtedly be an enjoyable experience.