The Davos Debrief

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Hello dear reader!

For this week’s edition, fresh off the back of his visit to Davos, Switzerland for this year’s World Economic Forum, Ryan reflects on a key takeaway after 5 days of pacing up and down the promenade: the proliferation of strong brand x thought leader partnerships.

Brand collaborations have become a mainstay of the B2C media landscape, which over the years has developed into an all-out arms race to announce and launch more and more unexpected or outlandish partnerships (Snoop Dogg x Martha Stewart anyone?). Given that we are also seeing the rise of the B2B influencer and thought-leader, we’d love to see more B2B brand partnerships joining the fray.

Without further ado, here’s Ryan.

-joel

Collaboration for the Intelligent Age

I had the privilege of being back at the 2025 World Economic Forum in Davos, supporting CDP with interview and filming work—a week full of energy, insight, and some unexpected moments navigating the treacherous hills and pavements of this picturesque town. 

As global leaders from business, politics, and civil society converged in Davos to debate and deliberate critical issues, one trend stood out like a beacon: the surge of thought leader brand collaborations lighting up the Promenade, Davos’ main thoroughfare.

Everywhere you looked, pop-up lounges, sleek pavilions, and innovative structures were a testament to the power of partnership. This year’s theme, “Collaboration for the Intelligent Age,” couldn’t have been more fitting. And among these displays of synergistic brilliance, one collaboration truly caught my attention—the AI House.

Welcome to the AI House: The global conversation on AI

The AI House was a brand collaboration on steroids. This non-profit hub was buzzing with energy as it brought together some of the brightest minds with sessions running like “Geopolitics Meets AI: What Now?” and “AI's Role in Safeguarding the Climate.” The impressive roster of partners saw a golden opportunity to boost brand credibility and position themselves as forerunners in technology.

I especially liked the collaboration between The University of Tokyo and SoftBank. The University with its fine research brains and Softbank with its innovative technologies and social implementation capabilities. That’s a strong base to develop an ecosystem for AI to flourish in Japan.

Climate Hub and SDG Pavilion: Collaboration in sustainability

Not to be outdone, the Climate Hub was a rallying point for those passionate about nature conservation and sustainable innovation. I attended an excellent seminar, “A Tale of Fortune: Why we must put Nature on the Balance Sheet.” This was the perfect forum for The Landbanking Group to drive home their brand mission.

“In the future, degradation and collapse of ecosystems will determine business value, more than capital markets will.” - Prof. Dr. Martin R. Stuchtey, Founder of The Landbanking Group.

Just a stone’s throw away, the SDG Tent also had a strong spirit of progress. With 16,000 visitors over the week and key speakers including Queen Máxima of the Netherlands​, Al Gore, Sir David Attenborough, Bill Gates, this space was all about advancing initiatives aligned with the United Nations Sustainable Development Goals (SDGs). I had the pleasure of attending a few key sessions alongside key event partner CDP, where leaders dived deep into pressing topics like the renewable versus fossil fuel energy debate. Even in the face of emerging political agendas, such as those expressed by Trump, I felt a clear consensus: the world is moving forward, and the train to a sustainable future has already left the station.

Why thought leader collaborations matter

It was evident throughout Davos that both household names and emerging brands were reaping the benefits of collaborative partnerships. By sharing the stage with key thought leaders, they not only enhanced their reputation and credibility but also broadened their audience reach. The collective leverage of these collaborations has the power to drive heightened awareness around the most critical issues of our time.

I left Davos inspired, with a notebook full of the names of incredible thought leaders, fresh ideas and a strong belief that these powerful partnerships will continue to flourish. Looking to the future, I see even more of these groundbreaking brand collaborations tackling global challenges and unlocking emerging opportunities. As CDP CEO Sherry Madera puts it, “A world where people, planet, and profit are truly balanced.”

Thanks for joining us this week. Anything we missed? Something we should include next week? Send us your shout-outs and strong opinions to include in next week’s edition at [email protected]. 

Spark is a production of Vivace, a global B2B creative studio and consultancy that helps businesses drive meaningful brand and commercial impact. Get in touch if you’d like to chat with any of the team. Have a great week ahead.