How to Win at WEF

As our clients start to plan their Swiss sojourns, my colleague Matthias Graf and I put together our thoughts on nine ways to make the most of Davos

“They came, they skied, they chatted.” That’s how a 1988 New York Times article began, one year after the European Management Forum was rebranded as the World Economic Forum.

Every year in Davos, boldface names from business, government, and civil society convene at the World Economic Forum to share ideas, establish partnerships, and lay the foundation for change. They tackle some of the thorniest and most pressing challenges facing society, from climate change to economic inequality to artificial intelligence. It is a highly anticipated and extensively covered event with a vibrant social scene (that sometimes commands as much attention as the event itself). It’s also expensive to join, difficult to navigate, and crowded to attend. One of us is a Switzerland-based communications strategist who has navigated Davos for 20 years. The other has helped shape addresses and panel appearances for top CEOs. Together, we’ve put together some thoughts on how you and your organization can “win” at Davos.??

Over the decades, the annual meeting of the World Economic Forum has grown in size and scope (although it is still geographically constrained by the town itself, as we discuss), but its mission to convene around major global challenges has remained the same. Today the Forum is a melting pot of perspectives and a canvas for policy change. In recent years, conference themes have included “Rebuilding Trust” and “Cooperation in a Fragmented World.” Despite criticism of the Forum as a wealthy and well-connected mutual admiration society meeting inside an echo chamber, it has proven an effective platform for companies to demonstrate and publicize their commitments and distinguish themselves on a global stage, in front of a captive media.?

So what does “winning” look like? To us, it means three things: First, shaping the conversation around issues of importance to your organization, or changing the perception of your organization in a meaningful way. Second, delivering a message that resonates with attendees and can reach beyond them, using the broad global attention Davos generates. And third, making the introductions, connections, and alliances that are additive to your business and organization.??

Pre-Davos

• Understand the landscape and how to take part. You must be a member of the World Economic Forum to access the Annual Meeting; the lowest tier of membership will run you over $200,000, and it goes up from there. That doesn’t include the roughly $30,000 participation fee (exact prices are in Swiss Francs) that is required for access to the Congress Center, where the main stage is located and which serves as the heart of the programming. However, there are ways for non members to take advantage of the event. The Open Forum, which takes place parallel to the Annual Meeting, is free and open to the public and provides a space for a broader community of engaged citizens to learn and contribute ideas. Some organizations put on their own events outside of official programming; consider joining one or setting up your own.?
• Define your goals. Have both a public and a private definition of success. Externally, you might want an outcome that results in media coverage and raises the profile of your brand. But WEF is a busy, crowded space. Even with a robust investment, press impact is not guaranteed. So it’s important to have internal objectives. That could include setting up bilateral meetings with policy-shapers and other key figures. (See our definition of winning, above.)
• Show up with something (real) to say. Davos is a great place to introduce a new leader, release new research, or make an important announcement. Every year, a news outlet or the WEF team itself will put out a list of the “best quotes” from Davos. It’s great to end up on that list, but your chances of saying something memorable are enhanced if you show up to say something real.?
• Consider building your own event. While you don’t have to create your own event, doing so is a way to showcase your brand and bring awareness to topics not discussed in the congress center. This gives you creative autonomy with the topic and format and allows you to cultivate your own audience. There are many ways to do this. You can rent a space along the Promenade (the main street in Davos), you can build a booth or even a larger temporary building, as Palantir did in 2016 (this takes time for planning and permits.) Or rent space in a hotel (Google famously held a party several years in a row at the Steigenberger Icon Grandhotel Belvédère). You can also organize your own working meal or event.

Once at Davos:

• The Shoes Tell the Story. There’s no stronger signal of a Davos rookie than dress shoes. We’re in the Swiss Alps, in the winter. Traffic often requires walking. Davos pros know to bring the right footwear and cold-weather gear. To paraphrase the architect Louis Sullivation, at Davos, “fashion follows function.”??
• Campaign Davos. Even with the best laid plans, it’s still difficult to break through in a crowded field, so Davos should be seen as the beginning of a campaign, rather than a one and done. Relying on an announcement to land on its own merits is a recipe for disappointment. But using Davos as the launchpad for a campaign that includes owned channels, activations and more can both achieve something, and start something.?
• There’s Real Business in the Bilats. While coming with an agenda is important, it is also important to set up meetings and establish relationships that open the door for future partnership. Make the most out of your attendance by planning as many meetings as possible, and being flexible and embracing opportunities for impromptu ones. (Note: this requires investing in a designated meeting space, so that you and your organization can host meetings.)
• Stay in the know. Many media organizations like the Financial Times, Bloomberg, The Guardian, BBC, CNN, CNBC, Reuters, and The Wall Street Journal offer live coverage of the event. On social media, search for #davosagenda or #wef25. On X, follow @WEF and @Davos to get key info about the delegates and key conversations. On YouTube, WEF publishes live-streamed sessions on its official channel.?

After Davos:

• Keep the momentum going. Whether you launched a campaign, made an announcement, executed an event, or facilitated a productive meeting, make sure you follow through. A good example is Accenture, which keeps the Davos conversation going with reports, interesting articles, and other insights.?

Attending the WEF at Davos is a significant investment of time and resources. With the right planning and approach, it’s one that can pay off.