Think 2026

Problem:

AI has evolved from an aspirational concept to essential business infrastructure. Think 2026 demonstrated that enterprises can successfully deploy, secure, and scale AI for real-world impact, and our consultants are uniquely positioned to lead that charge. But in a market oversaturated with noise, jargon, and competing voices, the opportunity to own that conversation cannot be missed.

More than half of nearly 4,500 CEOs polled by PwC reported seeing no significant financial benefit from AI so far, yet large language models are increasingly positioned as a cheaper, faster alternative to human consultants, putting the value of our people under scrutiny. (Source)

Solution:

We set out to put our people (consultants) front and center, showcasing their insights through their human traits, quirks, and unique characteristics. This came to life through four content concepts, and extended even further through collaborations with Life at IBM, our internal influencer program, clients, analyst relations, our partners, and more.

1.

Partnered with 10+ IBM Consulting SMEs to develop tailored content formats and interview frameworks that translated complex technical expertise into compelling, audience-ready narratives

2.

Architected a multi-format video content strategy spanning formats and new concepts such as Red Flag/Green Flag, Tier Rankings, 2030 Vision, and Hot Takes that positioned each consultant's personal brand while reinforcing IBM Consulting's thought leadership at scale

3.

Coordinated end-to-end production logistics across a live conference environment, securing and scheduling all filming slots, assigning editing responsibilities, and delivering digital assets during and after Think 2026

4.

Orchestrated cross-functional alignment across marketing teams (including Social Media, Influencer, Product Marketing, and Analyst Relations) to unify the Think 2026 activation strategy, ensuring consistent messaging, shared content assets, and coordinated execution across all channels and workstreams

5.

Leveraged Think 2025 campaign performance data to benchmark success metrics and inform 2026 content decisions, grounding the strategy in proven results