To succeed, we needed a campaign that moved beyond badging, branding and slogans, to speak to something fundamental to the games, and something more human: the spirit of openness that matched both the brand’s ethos and the Olympic values.

Olympic sponsorship can feel distant — often polished, predictable, and disconnected from the real emotion of the Games. In a world that feels more polarised than ever, Paris 2024 aimed to be a beacon of hope. Hosted in the City of Love, it was set to be the most open, inclusive and sustainable games ever.

We recognised that this would define Paris 2024, and chose to focus on what this means for those who follow and care about the Games. The moments that matter most at the Olympics are the ones where people open up, emotionally, physically, culturally. Openness, not just excellence, is what really wins.

Openness is core to Samsung’s brand and focus on innovation. Behind anything new and astonishing is a different way to view an idea, a new path towards a solution. To champion open ecosystems and shared access to innovative technology.

The insight that shaped our campaign was simple: in a world that often closes people off, the most powerful thing a brand could do was celebrate openness.

The idea Open Always Wins captured this idea perfectly. It connects the spirit of the Games to the spirit of Samsung’s brand.

Handily, openness was key to the physical design of the new Galaxy Z Flip6 — a phone that literally opens. More than just a feature, this fold is a metaphor. It stood for emotional honesty, inclusivity, and a willingness to share.

This led to a new kind of Olympic activation, where we celebrated openness in all its forms across Paris 2024.

Open Always Wins was more than a campaign line. It was about celebrating athletes, fans, and stories that break down barriers — cultural, personal and technological.

For Samsung at Paris 2024, openness meant:

• Open stories – real-time, emotional, behind-the-scenes content from athletes and fans.
• Open access – giving everyone a front-row seat to the Olympic spirit through platforms they use daily.
• Open to new fans – to be the champion of emerging sports at Paris 2024— skateboarding, surfing and breaking.
• Open technology – devices that are intuitive, flexible, and built for sharing – like the Z Flip6.

The strategy was to spotlight the human side of the Olympics — the tears, triumphs, and unexpected moments. Samsung didn’t try to control the narrative. Instead, it created space for stories to unfold — from TikTok trends in the village to medal-winning selfies — and let fans join in. In a world of polished perfection, openness was our aim.

We brought athletes together. They were given the Galaxy Z Flip6 Olympic Edition to capture personal “Victory Selfies” on the podium. They crossed political divides to capture this moment together, making history and amplifying reach.

We brought new fans together. We created a tailored virtual reality experience that allows fans of skating, surfing and breaking to join in alongside the events, and “compete” against other fans using their bitmoji’s in a gamified version of these sports.

We brought fans and athletes together, launching The Openness Awards, recognising those who are brave enough to open up about their vulnerabilities, not just victories, on social media. We sent real glass medals to those who deserved them most.

We brought media partners together. TikTok worked with Eurosport to create a daily recap of the best moment from the Games, not just the winning moments. We focused on human stories, triumph over adversity and the most emotive moments from track and field.

Our activation spanned countries, cultures, sub-cultures, ages and languages. It started 100 days before Games time, folded in our Flip6 ‘unpacked’ launch event and then exploded across channels during the Games itself.

We focused the activation across seven key platforms: Warner Bros. Discovery, TikTok, Meta, YouTube, Snap, X and online video. The openness moments we spotlighted – and messaging – were tailored across seven European countries, creating cultural relevance without diluting the core idea.

With 100 days to go, we launched on Eurosport with 30″ TV spots, seeding our Open Always Wins message among core sports fans.

We then introduced “Open Lens,” a creative series spotlighting the unique stories and subcultures of skateboarding, surfing, and breaking on the Road to Paris. This highlighted openness, creativity, and self-expression, receiving acclaim across 6” & 30” TV spots and engagement on TikTok, Meta, Snap, and online video.

Just before the Games, we rolled out a roadblock on the IOC’s YouTube channel, leveraging viewership of iconic and upcoming Olympic moments.

During the games, we worked with TikTok creators in the Olympic Village to provide authentic, social-first content. Daily content ran on TikTok and Eurosport, created and published under the “Openness Medal” theme. It showed stories of triumph, compassion, and human connection across Games time. Fan Cams and live moments brought authenticity to the forefront.

Samsung’s content wasn’t just seen — it was felt. Viewers connected emotionally through candid, unscripted stories, reinforced by premium media placements and strategic partnerships.

The campaign delivered across all our key objectives: social impact, broadcast cut-through and sponsor stand-out.

Social Impact: Our TikTok activation drove statistically significant lifts in Ad Recall and Familiarity across all key markets — +3.3% in the UK, +2.7% in Germany, +3.4% in Italy, +3.1% in the Netherlands, and +7% in Belgium.

Broadcast Cut-Through: On Warner Bros. Discovery platforms (the official European broadcaster), Samsung ranked #1 in prompted brand awareness among Olympic sponsors. Those aware of the campaign showed an 11% increase in likeability and a 12% rise in product usage.

Among the most engaged viewers, 87% said the campaign improved their perception of Samsung and increased their interest in purchase. Viewers described the brand as “trustworthy,” “dynamic,” and “full of possibilities.”

Sponsor Stand-Out: Samsung achieved the highest brand affinity of all Olympic Tier 1 sponsors by the end of the Games, and the second highest ad recall overall. More than three quarters of global fans said they liked the brand.

Amongst all global sponsors, Samsung had the greatest consumer affinity for its products after the Games: brand affinity rose 4.2 percentage points from 57.6% to 61.8%. Samsung also had the second-highest ad recall across all Olympic sponsors.

In a crowded field, Open Always Wins didn’t just stand out. It connected, inspired and put Samsung at the heart of the stories that mattered at Paris 2024.

Open Always Wins global Samsung.com landing page

Samsung Openness Award, one of our key Open Always Wins initiatives

Haleon needed to redefine media as an investment for growth i.e. to convince internal stakeholders to shift media focus from cost to quality, and from efficiency to effectiveness.

Haleon partnered with their advisors MediaSense to initiate a cross-functional project – including Marketing, Procurement, Finance, and Consumer & Business Insight & Analytics – that required senior stakeholder support across each function and 48 markets.

The Media Impact Model developed by MediaSense for Haleon identified and defined four drivers of media effectiveness:

1. Context – metrics that reflect environment and relevance
2. Reach – metrics that maximise audience reach
3. Quality – metrics that reduce wastage and increase engagement
4. Values – metrics that reflect Haleon’s purpose-led values

Key business stakeholders helped select and define the metrics, with MediaSense testing new KPIs e.g. attention metrics; audience affinity; and contextual relevance of inventory.

The next stage was for MediaSense to develop a consistent method for measurement. Historical Haleon data was used to generate a ‘media impact score’ – a statistical method for attaching a single consistent score of 1-10 to all effectiveness drivers, based on the distribution data for each metric.

The final stage was for MediaSense to correlate digital and offline media impact scores with Haleon campaign and business outcomes such as brand health, RoI and sales. This informed the prioritisation and weightings of the media quality KPIs.

Haleon’s media agency Publicis was then targeted to improve the integrated media quality KPI score across 48 markets.

Haleon reported major strategic changes from the Media Impact Model, including:

(i) a dramatic cut in the long tail of programmatic sites “from 180,000+ to 5,000”; and

(ii) “moving TV spend from off-peak to premium high impact slots.”

The model was adeliberately built to enable evolution and to incorporate new media channels, now including social, programmatic, YouTube, e-commerce and retail media, as well as TV/BVOD.

Haleon quoted outstanding results:

• 25% uplift in media quality (across digital and TV) when piloted in 2023 and further double digit improvement on full go-live in 2024, as measured by the Media Impact Model
• Significant impact on advertising effectiveness for Haleon’s power brands: Voltaren Germany up 25%, Voltaren Australia up 41%, Sensodyne South Africa up 43%, Panadol Taiwan up 63%, Centrum Philippines up 89%
• 40% overall increase in effectiveness and RoI, as measured by Haleon’s independent marketing econometrics tool
• Seven consecutive quarters of sales growth across 2023 and 2024, including 12% of sales attributed to media as per Haleon’s marketing econometrics tool

This is true industry-changing innovation and partnership – MediaSense supporting Haleon in shifting media planning and buying from efficiency to effectiveness, by correlating media quality data with campaign outcomes to drive business growth.

Economist Impact’s The Sustainability Atlas, developed with Infosys Topaz, exemplifies a transformative approach to content-led marketing campaigns by combining rigorous editorial integrity with cutting-edge AI technology. In an environment flooded with fragmented data, our platform stands out by delivering credible, actionable insights drawn from over 1,700 indicators and 500+ expert pieces from The Sustainability Project. Unlike generic data tools, the Atlas uses generative AI to tailor content specifically to users’ industry, geography, and sustainability priorities, transforming complex datasets into strategic guidance.

What differentiates our approach is the focus on context-specific intelligence. Powered by Infosys Topaz, the conversational interface surfaces insights solely from verified Economist Impact content—eliminating the noise of unreliable sources. Our AI is not a content generator but a content distiller, enhancing editorial trust rather than diluting it.

The Atlas supports content marketing by making sustainability insights interactive and visually compelling through geo-comparison tools, enabling users to assess regional risks and opportunities in real time. This makes it a powerful storytelling platform for clients and publishers aiming to reach informed, impact-driven audiences.
Innovation lies in its audience-first design—catering to C-suite leaders, policy researchers, and ESG strategists alike. It empowers users across sectors to derive value quickly and with precision, whether they’re benchmarking emissions or identifying regulatory gaps.

Ultimately, The Sustainability Atlas shifts content-led marketing from passive consumption to active engagement, making sustainability not just a message but a meaningful business imperative—grounded in truth, driven by intelligence, and built for action.

The Sustainability Atlas campaign significantly boosted awareness and engagement, exceeding expectations with 19.4 million social impressions (196% of target) and 45,318 clicks, achieving a 0.23% CTR—nearly double the industry average. Meta led performance, driving 59% of visits, while LinkedIn attracted high-quality engagement from CXOs and sustainability leaders.

User behaviour showed strong interest: average visit duration was 2 minutes 31 seconds, 2.6 times above benchmark; 52% of users scrolled halfway down the page. The AI chatbot logged 730 unique searches with an 85% completion rate, proving its effectiveness in delivering specific, trusted insights quickly. Over 2,000 senior leaders engaged with the interactive globe to compare regional sustainability performance.

Clients praised the platform’s innovation and impact. Jonathan Birdwell, Global Head of Policy & Insights at Economist Impact, said, “Never before have we brought all that data and insight together in one place… The Sustainability Atlas provides accessible and actionable insights to policymakers and business leaders worldwide.” Ashiss Kumar Dash, Infosys EVP, added, “The Atlas equips businesses with the tools they need to drive measurable impact, reinforcing our commitment to sustainability and digital innovation.”

In our collaboration with Handelsblatt, a respected German financial publication, we created the first-ever AI-powered trend report. This innovative resource delivers continuously updated insights and autonomously adapts to user behavior, helping business leaders like CEOs and CMOs stay informed in real-time.

The challenge was to transform traditional static reports, typically offered in PDF format, into an intelligent, dynamic experience that could engage a global, executive audience. The solution integrates AI to personalize content, filtering it based on user preferences such as topic, timing, and language, while features like text-to-speech enhance accessibility. This approach ensures that content is not only relevant but also more efficient, allowing users to access the information they need in the most effective way possible.

By combining AI, UX, and content strategy, we’ve built a solution that’s adaptable, scalable, and future-ready and continues to grow with its users’ needs.

The AI-powered trend report has redefined how business leaders consume market insights. Designed for time-pressed executives like CEOs and CMOs, the platform’s intelligent features—such as behavior-driven customization, text-to-speech, and adaptive content filtering—have significantly improved engagement and usability.

“Reports have been a tool of our choice for more than a decade. Thanks to the cooperation with Infosys and the use of AI, we can quickly provide users with the information they are looking for,” – Dr Jan Kleibrink, Managing Director, Handelsblatt Research Institute.

Since its launch, Handelsblatt has reported increased time spent on platform and higher content interaction rates. By moving away from static reports to a dynamic experience, they’ve seen improved reader retention and repeat usage

Handelsblatt Case Film

Infosys, with its digital subsidiaries (Blue Acorn iCi, WongDoody & Kaleidoscope), blends creativity and tech for impactful omni-channel marketing globally. We deliver Product, Immersive, and Digital Marketing & Commerce solutions, integrating phygital and service experiences.

With Infosys Aster, the AI-amplified marketing suite, we deliver engaging brand experiences, enhance marketing efficiency, and accelerate effectiveness for business growth. The suite’s gen AI capabilities powered by Infosys Topaz drives personalized content, crafts transformative experiences and deliver deeper insights. We empower brands to navigate the digital age and unlock their “next”.

By bringing all our capabilities together in our Studio Model, we help clients realize potential and unlock real value through unlimited AI, Tech and creativity in an effective next-gen global delivery model: Product Experience Studio (CX, Service, Digital and Physical Product), Marketing Transformation Studio, and Employee Experience Studio.

In an educational first, the Money Machine represents the first time the basic actions of macroeconomic relationships and policy levers have been widely accessible by the public in an engaging, digestible format for use by students, educators, researchers and historians.

The campaign’s primary objective was to make the intricate world of economics more approachable and interactive, and the FT Money Machine has done just that. By leveraging the immersive capabilities of Apple Vision Pro, users can experience economics as a dynamic, hands-on process, rather than abstract theory. The project has effectively broken-down barriers to learning by offering a highly visual, interactive representation of economic systems, bridging the gap between theory and practice.

The FT Money Machine also achieved its goal of raising awareness of both Phillips’s original invention and the Financial Times’ commitment to cutting-edge educational content. It has positioned the FT at the forefront of innovation in digital education, enhancing its reputation as a leader in delivering accessible, high-quality learning experiences.

Download the free Apple Vision Pro app and experience the FT Money Machine.

Financial Times Money Machine Case Study

Dianomi supports content-led marketing by placing advertiser messages in contextually relevant, premium editorial environments. Our platform analyzes high-engagement content to deliver ads that feel like a natural part of the page – so audiences engage with them in a way that’s organic and unobtrusive.

What makes us different is our focus on context and engagement signals, not personal data. While others still rely on cookies and user IDs, we’ve built a privacy-first model that doesn’t compromise performance. It’s about reaching the right audience through relevance, not intrusive tracking.

With over 20 years of experience in the native advertising industry, we’ve developed Dianomi Audiences – a powerful, privacy-first targeting solution. These predefined audience segments connect brands with the right consumers without relying on third-party cookies or personal data. Our 30+ Preset Audiences span business, finance, tech, and lifestyle verticals. For advertisers with more specific goals, our Custom-Created Audiences offer tailored segmentation to maximize relevance and campaign effectiveness.

We also support publishers by helping them monetize their content. Our direct relationships with premium publishers provide advertisers access to trusted environments, while enabling publishers to generate sustainable, privacy-safe revenue streams.

As the industry continues shifting toward privacy-first solutions, we’re helping both advertisers and publishers navigate that change with confidence. By focusing on relevance, trust, and transparency, Dianomi is redefining how content-driven campaigns are delivered – making them more effective for brands, more respectful for users.

Dianomi’s contextual native ad platform is driving powerful results for publishers and advertisers – increasing engagement, revenue, and performance.

By placing native ads within trusted editorial environments, we consistently deliver higher click-through rates and longer engagement times than traditional formats. The Daily Hodl shared: “Dianomi has been an exceptional ad partner… providing engaging, informative, targeted, and relevant advertising content for our readers.”

The Globe and Mail added: “Dianomi has been a trusted partner… consistently delivering exceptional results through their native ad placements. Their commitment to quality and engagement is unmatched.”

On the advertiser side, Dianomi helped a leading multinational financial services company achieve measurable results. What began as a small test campaign evolved into a powerful case study, demonstrating Dianomi’s ability to deliver impactful results. One of the most significant outcomes was the direct attribution of new account openings to Dianomi’s native ads.

The client’s cautious start in 2020 turned into a bold investment – with average yearly spend increasing by 1182% by 2024, reflecting growing confidence in Dianomi’s platform.

By empowering publishers and advertisers alike, Dianomi turns relevance into results – through a privacy-first, high-performance platform that drives impact without compromising user experience.

Dianomi Media Kit

To create a key moment in time for global business leaders, we considered the themes and expertise that would combine to create a timely, insightful event that would “cut through the noise” in Davos, convening those stakeholders and giving a lasting impression—both of the conversation and Zurich Insurance’s brand–with a “wow factor”.

Hot on the heels of Trump’s inauguration (the session took place later that week) we landed on AI and energy, with a US focus, as two interlinked but individually-critical areas driving decision-making and global superpower status. The uncertainty in these areas aligned well with Zurich Insurance’s positioning on risk and resilience, with enough editorial distance to package this session as a critical and balanced conversation that explores themes that are top of mind for the global business community.

The annual meeting of the World Economic Forum in Davos, Switzerland convenes influential leaders to tackle pressing global challenges and harness emerging opportunities. This stood out as a priority engagement opportunity for Zurich Insurance with its target stakeholder group.

Every year, Economist Impact, the commercial events and policy-insights division of The Economist Group, collaborates with our partners to host thought-provoking discussions which spark debate and inspire conversations beyond Davos. Leveraging our brand credibility, global reach and network, we ignite global dialogue into the evolving business and policy landscape and inspire bold solutions to the most pressing challenges and opportunities of our time.

On the sidelines of the World Economic Forum Annual Meeting in Davos, Economist Impact programmed a two-session event titled Navigating a world in transition: Finding clarity amid chaos, supported by Zurich Insurance. The event explored two interconnected topics that are top of mind for business and governments, moderated by The Economist’s editor-in-chief, Zanny Minton Beddoes.

The framing was devised to lean into The Economist Group’s brand strengths, while positioning Zurich Insurance’s brand as an enabler of a forward-thinking, business-critical conversation, with a differentiated value proposition versus other sessions and programming taking place in Davos that week.

The global economic and political order is fraying as old certainties are re-examined and new challenges arise. From the rise and risks of artificial intelligence, to the threat of climate chaos and need for an energy transition, the world has never been more dangerous at a time when potential benefits are as immense.

How should leaders think about the world and harness the opportunities? What are the forces of change that will have the biggest impact? Will the green energy transition be stymied? Can global trade be sustained amid ratcheting tariffs? Is there a way to mitigate the geopolitical tensions scaring the world?

Economist Impact secured global experts with unique perspectives on these topics to draw an audience of senior business leaders and provide a lasting impression. The sessions and speakers were:

Dario Amodei in conversation with Zanny Minton Beddoes
Zanny Minton Beddoes, editor-in-chief at The Economist interviewed Dario Amodei, chief executive of Anthropic in Davos on the state of AI models, US leadership, export controls, energy consumption, democratic coalitions for compute power and more.

Panel discussion – Power shifts: what next for energy and geopolitics?
An expert panel discussed the price of electricity, the role of renewables and Americaʼs power consumption of AI (around 4% of the countryʼs energy use).

Pressing discussion points included: How can countries and companies manage the new business and geopolitical environment? What impact may Donald Trump’s presidency have on global energy and climate goals? What lessons should the world learn from Russia’s war in Ukraine? How can countries co-operate to improve energy security and decarbonisation efforts?

Panel speakers:

• Zanny Minton Beddoes, editor-in-chief, The Economist
• Jason Bordoff, founding director, Centre on Global Energy Policy, Columbia University School of International and Public Affairs
• Meghan O’Sullivan. director, Belfer Center for Science and International Affairs
• Daniel Yergin, vice-chairman, S&P Global

Digital and social amplification of event content across The Economist ecosystem:

Economist Impact Event:

• YouTube hosting of the interview and panel discussion

The Economist short cut in the X, App, TikTok and across LinkedIn

Economist Impact posts: in LinkedIn (interview and panel) and X

The events were prominently positioned across two of Economist Impact’s core sustainability initiatives for maximum contextual alignment, including:

The Sustainability Project: the flagship sustainability initiative of Economist Impact, providing original content that spotlights the latest news, research and insights using reports, charts, infographics, data points, workbooks (and more) —all designed to educate and inform in a visually engaging, fact-packed way.

• Event video with summary article
• Dedicated page with links from homepage
• Unmissable promotion within the dedicated net zero and energy topic section

Progress 2030: latest initiative from Economist Impact that explores how we can harness the benefits of innovation while effectively managing its risks The event benefited from a dedicated page within the initiative environment with above the fold positioning on the initiative homepage.

In addition, the content was frequently promoted across Economist Impact’s social channels and featured in the weekly Perspectives newsletter.. The promotions were contextually aligned to appear within issues that resonated with the target audience – and benefited from inclusion within the executive summary and unmissable module placement. The Dario Amodei session was included within the issue titled How are geopolitical shifts, climate change and artificial intelligence shaping global trade? as well as within the Q1 editorial round-up. In addition, the panel discussion benefited from inclusion within the issue Navigating the global energy transition amid uncertainty.

It was clear the event garnered external interest as it was also included within pieces including:

• Financial Times article by Martin Wolf, posted January 28th, 2025
• Jason Bordoff round-up

The combination of an intimate, exclusive in-person setting for a target stakeholder group–especially at Davos–with a broader amplification campaign delivered across the objectives of the programme.

The event itself demonstrated remarkable convening power and delivered on the brief of curating an unmissable “moment in time” during an influential week at Davos, across 28 countries, in C-level seniority; and from industries including financial services, information technology, professional services, government, NGOs, academia, healthcare and more

Feedback onsite included “mind blowingˮ and “masterfulˮ, with many attendees commenting that the session was positioned as one of their Davos highlights:

• “Iʼve seen Zanny do many great interviews but that was really exceptional. It was so mind opening and she was so in command of the discussion that it’s an interview that you have to keep thinking about to assimilate the full implications of it.”
• “The best session of the week was at Zurich House – I wonʼt sleep tonight, my brain wonʼt stop thinking of this session.”
• “Interview with Dario Amodei was mind blowing.”
• “Phenomenal interview.”
• “Zanny Minton Beddoes did an excellent job drawing all speakers out; first, on the potential of new AI models to upend the economy and society and then the panel on the energy implications. Some good food for thought.”

The additional amplification expanded the reach of the insights and Zurich Insurance’s brand – across The Economist ecosystem with external coverage including:

• Financial Times article by Martin Wolf, posted January 28th, 2025
• Jason Bordoff round-up, posted January 27th, 2025

Existing platforms and events were largely all framed around climate change and net-zero: NY Climate Week, London Climate Action Week, COP. In this rapidly changing environment, there was limited space for a global energy policy conversation meeting the world’s increased need for energy in a positive and sustainable way.

In this context Iberdrola remained focused and committed to its long-term strategy and investment plans. Indeed upweighting its investment in electrification. The new context was an opportunity to lead and to help convene and support the vital conversations around energy policy, investment and delivery.

Iberdrola has been running its global paid media partnership programme as an integral part of group communications for five years. The programme has built familiarity and favourability for Iberdrola among key global stakeholder audiences across Europe, the US, Latin America and Asia.

In its initial years the strategic objective was to rapidly build awareness of the Iberdrola in the countries in which it operates, and position the Group as being at the forefront of driving the transition to a more secure, cleaner energy system. Phase 2 (years 4 and 5), saw Iberdrola solidify that position.

In 2025, against the backdrop of a shifting geopolitical landscape, Iberdrola recognised their leadership position and convened top experts and stakeholders to explore the international policy landscape and future direction of the clean energy transition. In essence, facilitate conversations that would help drive forward progress in a time of increasing uncertainty.

So we created a new event in partnership with the Financial Times, the first International Energy Policy Forum, held at the historic Solvay Library in Brussels on 5th February 2025.

Iberdrola and Headland worked closely with FT Live and FT editorial to identify a theme for the forum that was relevant to political and industry context and also aligned with Iberdrola’s business strategy. Through discussion, trial, error and more discussion we arrived at “Building Europe’s Green Economy: How can the energy transition drive growth and cohesion?” – a theme focused on the contribution of energy to Europe economic and social fabric.

The event included a VIP dinner at the prestigious Steinberger Hotel the night before for 50 people, speakers, journalists and some senior stakeholders unable to attend the following day.

On the day, the event had five panels, covering topics as diverse as geopolitics of decarbonisation, maximising the economic potential of the energy transition, financing and investment and how decarbonisation can drive further European integration. There were keynote addresses from Dan Jorgenson, the new EU Commissioner for Energy, Fatih Birol, Executive Director of the IEA and firesides with Iberdrola Executive Chairman, Snr Ignacio Galan and Thomas Ostros, VP of the European Investment Bank and a closing talk from the FT’s Chief Economics Commentator, Martin Wolf.

Whilst the forum was a bespoke Iberdrola event, a key objective was to ensure the independence of the editorial direction and the coverage of themes that went beyond Iberdrola’s areas of focus. The event branding was led by FT Live “in partnership with Iberdrola”.

To engage wider international audiences we worked with the FT’s digital events platform to live stream the event and host two key sessions live streamed on LinkedIn.

The forum event was promoted on FT.com and in four print insertions and across the FT’s social channels, including a video message from Martin Wolf.

The hybrid digital livestream had 1,390 registrations with 574 people watching at least 30 minutes of the event (41% conversion).

The LinkedIn Livestreams generated 3,425 video views among 2,906 Unique Users.

To further amplify the event we also captured video content and had writers in attendance from the FT Studio. The resulting video and articles which summarised some of the most broadly relevant conversations and themes were promoted across FT.com and the FT app, with content hosted on Iberdrola’s FT.com Content Hub: www.iberdrola.ft.com.

Finally, the event coincided with the launch of a a new, innovative game, developed by Iberdrola’s global innovation team in collaboration with the FT. Renewable by 2030 – Repowering Europe, challenged users toto help guide the EU and UK to meet 2030 clean energy targets. . At the event, there were iPads in the breakout/coffee area with a preview/lite version of the game pre-loaded for attendees to play.

The event attracted 150 attendees, from 274 registrations, with 17% of the attendees at C-suite/Director level. Delegates came from multiple countries: Belgium 46%, UK 20%, Spain 5%, France 4% and Italy 3%.

Online the 574 live stream viewers were 18% C-Suite/Director level came from UK 30%, Belgium 9%, US 8%, Spain 6% and France 5%.

In terms of promotion:
The online display campaign delivered 900K impressions, with press reaching a potential circulation of 2.3m. 530K marketing emails were sent with a 22% open rate. Paid social delivered 221,200 impressions on LinkedIn and 228,400 impressions on Meta.

The success of the forum – both in convening decision makers to explore the future direction of the clean energy transition and creating content to further encourage discussion and much needed collaboration – is underlined in the fact that planning for a 2026 forum is already underway with the FT.

Event Results Summary

FT game

To bring together the most successful female entrepreneurs and leaders and inspire many more across the globe, particularly in the Middle East region, Forbes hosted its fourth annual Forbes 30/50 Summit in Abu Dhabi on March 5-8, 2025, during International Women’s Day.

The Forbes 30/50 Summit focuses on creating cross-generational mentorship opportunities to provide leadership, guidance, and insights to women at every stage of their career. It also offers diverse perspectives focused on women in leadership and entrepreneurship and provided rich cultural immersion opportunities.

The agenda not only offered a platform for speakers to share insights and experiences as part of an engaging series of on-stage discussions, but also featured Idea Forums – a structured, impactful time of networking and workshops – that provided attendees with the ability to share their voices and actively participate in knowledge shares on topics including corporate leadership, entrepreneurship, investment, creative economy and impact.

The summit also offered rich cultural immersive opportunities across Abu Dhabi, through the input of its local partners and sponsors Saadiyat Rotana Resort & Villas and Experience Abu Dhabi.

Chaired by “Know Your Value” founder and Co-host of MSNBC’s Morning Joe Mika Brzezinski, MSNBC Contributor, ForbesWomen Editor Maggie McGrath and Author Huma Abedin, the event standed as the physical headquarters for International Women’s Day – uplifting and celebrating the social, economic, cultural and political achievements of all women.

The Forbes 30/50 Summit was presented by Cisco.

The 4-day event, hosted by Moira Forbes, President, ForbesWomen & Executive Vice President, Forbes and Maggie McGrath, Editor of ForbesWomen, and chaired by Mika Brezinski, Founder of Know Your Value included a mix of panel conversations, networking opportunities, giving-back moments and cultural exploration.

DAY ONE – 30/50 SERVICE DAY AND EXPLORATION
As part of Forbes effort to uplift women and girls across the world during the Summit, the 30/50 service and experience day was an opportunity for attendees and speakers to celebrate each other and spread their messages and insights to women in the local community. Programming included:**

• Abu Dhabi Tours & Experiences; Forbes’ let attendees choose their own adventure exploring the city’s most significant sites.
• Service Day: Forbes’ annual service day provided attendees with a mentorship opportunity at the Cranleigh School alongside some of Abu Dhabi’s brightest students.
• Al Wathba Desert Party: To welcome attendees from around the world, Forbes hosted an authentic desert party in Al Wathba to kick off the 2025 30/50 Summit.

DAY TWO & THREE – IMPACTFUL CONVERSATIONS & PERSPECTIVES
During Days 2 and 3, no less than 16 sessions a day were held, including panel conversations, Idea forums, networking sessions and an Awards Gala:

• Women, Wealth and What Comes Next: a conversation with Elissar Farah Antonios, Founder of Soul Ventures Holding Ltd and Racquel Oden, Head of International Wealth at HSBC Bank.
• Idea Forums: an impactful time of networking and workshops with intimate conversations across the whole event’s venue. With the help of the event’s app, attendees could build their schedule and interact with speakers around five idea forums: Corporate Leaders, Entrepreneurship, Money & Investing, Creative Economy, Impact.
• The Forbes 30/50 Summit International Women’s Day Awards Gala: hosted at the exclusive Louvre in Abu Dhabi, the evening hosted by the Minister of State, UAE Foreign Affairs celebrated women who have helped shape history.

DAY FOUR – INTERNATIONAL WOMEN’S DAY BRUNCH

Throughout the event, Forbes has solidified a world-class speaker lineup, including:
• Freida Pinto, Actress & Activist
• Yusra Mardini, Olympic Swimmer & UNHCR Goodwill Ambassador
• Trinny Woodall, Founder & CEO, Trinny London
• Najlah Imad, Para Table Tennis Athlete & Paralympic Gold Medalist
• Sherrese Clarke Soares, Founder & CEO, HarbourView Equity Partners
• Angela Tabiri, Mathematician & Founder, Femafricmaths
• Linda Rama, Albanian Economist, Advocate, wife of Albanian Prime Minister
• Lucy Goff, Founder, LYMA
• Huma Abedin, Vice Chair, 30/50 Summit, MNSBC Contributor & Author

To reach the right audience and give the Summit’s sponsor Cisco exposure, Forbes deployed pre-event digital branding: a series of audience recruitment emails, a boosted registration page on Forbes.com, and organic promotion across Forbes social handles (LinkedIn, Meta). Press communications kits were distributed to worldwide media outlets for international media exposure, where Cisco featured as a Presenting Sponsor across all communication touchpoints.

At the event, Cisco was given the opportunity of Executive speaking on-stage, with integration in the New Architecture of Impact fireside chat with Macy Andrews, VP and Chief of Staff, People and Purpose at Cisco. The latter was enhanced on Cisco’s owned social communications and platforms.

Forbes’ social channels offer a platform for the Forbes 30/50 community, honorees, attendees, speakers, and major news outlets to engage and share experiences from the renowned event – amplifying powerful moments to a global audience. Forbes leveraged social to produce pre-, during and post-event targeted social assets that amplified brand integrations for the three partners (including sponsors Saadiyat Rotana Resort & Villas and Experience Abu Dhabi), with guaranteed views and impressions.

Audience engagement with the Forbes 30/50 Franchise and Summit continues far beyond the event. Serving as an extension of this year’s Summit programming, Forbes developed a robust content experience landing page that will live on Forbes.com in perpetuity.

The post-event content experience includes event highlights— from speaker quotes, to photographs, to sponsor logo inclusion and more. The event lander was included in the post-event ‘Thank You’ e-mail to all attendees providing continued exposure for the memorable conversations hosted at this year’s event.

To celebrate and elevate this year’s event, Forbes created two (2x) custom, full-page print ads to be included in our magazine issues both pre-event and post-event, reaching Forbes 5.7M readers.

In addition to coverage on Forbes.com and the Know Your Value platform, the 30/50 Summit received powerful amplification across MSNBC, including segments on Morning Joe, bringing the summit’s inspiring highlights to a national bigger audience.

Summit attendees

The Summit received 454 engaged attendees (30 Under 30 list-makers, 50 Over 50 list-makers, VIP guests, powerful female business leaders and ForbesWomen community members). Almost half of the Summit’s attendees registered to participate in local tours and experiences, including a service day in Abu Dhabi. Individuals from all around the world attended this year’s Summit, with 40 countries represented:

• 45% of attendees were Under 30 or Over 50
• 44% were UAE residents (up from 27% the previous year)
• 75% joined the Brella app to network and opt-in on further sponsors’ communications
• Top attendee titles were CEO, Founder, Director

Global media coverage

The 2025 Forbes 30/50 Summit was announced with a spotlight on January and coverage in many local, national and worldwide publications and broadcast outlets. The online and broadcast coverage garnered 57 total mentions which has a readership of 399M. On the social media front, there were a total of potential impressions of 5,108,481,728 and 2.6K+ mentions.

The event also received press pick-up in mainstream media and trade magazines (MSNBC, The National, Mint, OneArabia, Sharjah,…), expanding the impact of the event to billions.

Partnerships coverage

The alliance with Know Your Value, MSNBC and the Morning Joe show significantly increased reach in North America:

• 285M viewership related to the 30/50 Summit
• 30+ segments on Morning Joe highlighted the Summit and powerful female voices
• 8.3M social impressions generated across Know Your Value platforms in support of the Summit
• 31M social impressions generated across Morning Joe platforms in support of the Summit

Forbes social reach

The whole event gathered 5B+ online impressions across the various social handles (LinkedIn, Meta, TikTok), with more than 3,000 mentions using Forbes hashtags #3050, #Forbes3050, #3050summit, #3050abudhabi.

30 -50 Summit media + photos

2025 Forbes 30/50 Summit

To understand city residents’ perspectives on climate change and how they think their cities can build resilience, Economist Impact, supported by Zurich Insurance Group, launched Resilience from the ground up. This innovative programme draws on insights from a survey of 5,000 residents across ten global cities—500 respondents each from Amsterdam, Cairo, Cape Town, Dubai, Jakarta, Madrid, Mumbai, New York City, São Paulo and Tokyo—and interviews with 15 experts. The study explores how urban populations view climate change and how they think their cities can build resilience. Economist Impact conducted extensive desk research, data audits, and expert interviews to assess the current state of climate resilience in an urban context—exploring key gaps and opportunities in resilience-building. This was followed by new grounded research, leading to the development of purposeful, business-relevant, and high-impact content solutions.

Literature review

In-depth literature review to identify the key pillars of communities’ climate resilience and a “green basket” of individual behaviours, policy, and business strategies that contribute to sustainable environmental practices.

Data audit

A quantitative data audit to assess the existing measures of risk and adaptation efforts in the 10 surveyed cities, aiming to identify strategies for building resilient communities at the ecosystem level.

Expert interviews

15 interviews with international experts to guide the survey questionnaire and enrich the desk research with valuable practical insights and case studies.

Grounded research

A population survey across 10 global cities to collect first-hand quantitative data on current behaviours, climate risk perceptions, preparedness, risk appetite, and behaviour changes. The study examined the effectiveness and acceptance of various interventions – including incentives, nudges, regulations, and education – aimed at enhancing climate resilience.

High impact content

Key findings on the readiness and driving factors of climate resilience are presented in a comprehensive briefing paper, complemented by a visually engaging infographic that highlights essential data points. To further support the target audience on the road to net zero, content solutions include videos, articles and podcasts – providing actionable insights and quantifying the value and benefits of resilience-building to drive meaningful change.

Proven to reach C-suite executives and policy makers, The Economist’s trusted media ecosystem was the ideal environment in which to promote the programme.

Targeted media across The Economist’s digital and social channels to drive awareness of the programme among C-suite and decision makers.

• Audience and contextual targeting display ads across Economist.com
• Sponsorship of The Economist’s weekly Climate Newsletter offered ideal contextual alignment for the programme, placing it alongside content that resonates with highly engaged influential audiences actively seeking insights on climate and sustainability.
• A homepage takeover at launch delivered high-impact visibility for the programme, reaching the target audience as they sought the latest global developments and their implications.
• Business and finance takeovers ensured the Resilience from the Ground Up programme appeared in environments the target audience engages with daily.
• LinkedIn placements targeted at senior executives highlighted the pivotal role of cities in advancing sustainability. Creative executions paired striking statistics from the research with insights from senior leaders, showing how cities—at the centre of the climate crisis—can not only mitigate its worst effects but also foster innovation, adaptation and resilience.

High-visibility Events

Promotion of the content at high-visibility events of global importance, fostered direct engagement with C-Suite executives and key stakeholders to drive thought-provoking conversations and industry impact.

• Climate Week, New York, September to October 2024
• Ferma Forum, Madrid, October – December 2025
• World Economic Forum, Davos, January 2025

Organic amplification
Complimenting the targeted paid media campaign, Economist Impact regularly promoted the programme to our engaged audience of social followers and newsletter subscribers. This included prominent positioning within thematically relevant issues including our edition which explored the priorities of younger generations: urban mobility, ocean and health.

The programme was prominently positioned within highly relevant environments within Economist Impact’s initiatives, including:

• Urban Futures – a new initiative from Economist Impact dedicated to equipping influential audiences with research, data and insights to explore what is needed to build intelligent and inclusive areas that foster economic and social prosperity for all. The programme was featured in the latest insights section as well as key research – enticing users to click through to explore the many programme elements.
• The Sustainability Platform – the flagship sustainability initiative of Economist Impact, providing original content that spotlights the latest news, research and insights. Links to the research programme as well as custom events drove awareness and consideration as relevant audiences sought sustainability-related insights.

With around two-thirds of people expected to live in urban areas by 2050 (UN DESA, 2018), how cities are planned, adapted and built will shape our ability to limit the worst effects of climate change. Boosting readiness requires factoring in the diverse needs of urban populations yet failing to consider demographic factors—such as gender, age, income and health—in adaptation and communication strategies risks leaving the most vulnerable behind. Our rich content programme, grounded in original research helped bring this critical issue to the fore among senior decision-makers and C-suite audiences.

Thought leadership and brand positioning: Purposeful, business relevant and high impact content from Economist Impact raises Zurich’s profile as a trusted voice and an expert business partner in climate resilience and adaptation, enhances Zurich’s reputation as a leading authority on climate sustainability.

Global Reach: Extensive media campaign across The Economist platforms engaged the world’s influential audiences including C-level executives, decision makers and policy makers. The online and social media campaign delivered strong site engagement among targeted audiences surpassing KPIs. The targeted audience showed strong engagement across all content pieces.

Right audience: Traffic to the site was more likely as C-Suite, BDM and from the Energy sector – clearly demonstrating how our tailored creative and rich content resonated with target audiences.

Extended engagement: Presence at high-visibility events enabled extended direct dialogue, fostering deeper discussions and engagement. Feedback onsite included “mind blowingˮ and “masterfulˮ.

Custom brand lift study measuring campaign effectiveness showed respondents reported a more favorable opinion of Zurich after engaging with the content and would consider partnering with Zurich to achieve sustainability goals.

Resilience from the ground up report

Resilience from the ground up

Resilience from the ground up infographics