Getting organisations to adopt a shared platform

Getting organisations to participate in a shared platform involves both explaining what it enables across an ecosystem and making change worthwhile for the people involved. The difficulty is not just technical: participation can depend on consensus among organisations with different roles, while established working practices create resistance and inertia. You need to make the shared opportunity relevant to each audience, then break the proposed transformation into practical changes with clear immediate benefits and a manageable route forward. Progress depends as much on influencing behaviour and building momentum as on the technology itself.

For Genius Sports, research into changing sports engagement informed Built on Genius, a campaign showing how its data enables richer fan experiences across broadcasters, streamers, betting companies, teams and sponsors. A brand film, social campaign and adaptable visual approach made the business's central role visible while allowing the story to reflect different audience perspectives. The approach connected the enabling technology to the experiences those organisations wanted to create.

For IBM, a launch campaign for IBM Garage stressed how its collaborative approach reduced some of the risks of digital transformation. Rather than presenting transformation as one comprehensive undertaking, the consultancy model addressed a rolling series of individual business challenges. This gave the campaign a practical basis for communicating change: smaller steps and reduced risk, rather than long-term promise alone.