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Delivering better means thinking different - that's the GPA difference!

The Netherlands, Feb 10, 2020 – Formerly known as the Global Presence Alliance, but referred to throughout the industry by most by its acronym, GPA is excited to announce a rebrand and renaming of the organization simply as “GPA”.

With humble origins more than a decade ago under a traditional Alliance model, GPA has been a market leader in the industry’s maturation over that time around global enterprise collaboration deployment, drawing on a combination of organizational culture, global diversity, and shared knowledge to built an unparalleled lever of best practices and operational alignment.

Inspired by the principles of the modern shared economy upon which many of the worlds fastest growing and most progressive organizations is based, 2017 saw the creation of GPA B.V. as a parent organization, owned and controlled by it’s regional operating business units. Leveraging the scale and power of this new structure and singular organization mindset, this enabled investments in infrastructure, process, staffing, and innovation, building the organization’s delivery capability and in turn brand reputation tremendously.

In doing so, it became apparent that the “alliance” reference, and it’s implications of only limited alignment between a group of independent partners was no longer appropriate.  In delivering globally, under a singular methodology, common platforms and process, and unified organizational structure and contractual entity, the GPA was indeed no longer an alliance.  It truly was the worlds largest specialist meeting and collaboration technology integration company, and our brand needed to truly represent that.


“Our GPA journey is reflective of the very challenge we are supporting our customers with. Uniting regional teams; overcoming regional cultural, bureaucratic, and economic differences; all to drive innovation and organizational velocity in an ever increasingly global marketplace” suggests Byron Tarry, Managing Director of GPA.

We recognize global enterprise is demanding better from our industry, and expects innovation in our approach to delivering better

“I think our own journey and business model is not only inspiring to them in our commitment to be better, but also in how in applying our learning and approach we might be able to support them in achieving their own goals for better.”

“More than a marketing exercise, the redesign had to be reflective of the brand perception we have developed to date in the eyes of our staff, customers, and the broader industry, but also to articulate a story that accurately represented our purpose, our culture, and a common vision of our global community of the future.” explains Ellesse Fehlberg, Global Marketing Director for GPA.

The new brand acts as a practical and emotional milestone in our organization’s journey, and provides us a new foundation upon which to guide our road ahead.
GPA team at InfoComm 2019
GPA Summit Las Vegas - 2010
The Early Days – GPA Summit, Las Vegas 2010.
With 11 years of learning, organizational evolution and maturation, and now unprecedented market need for collaboration technology at global scale, I am convined more than ever that the GPA’s People First culture to engaging each other, our customers, and ultimately their users is not only optimal, but in fact important as we all look to build a better tomorrow!

“11+ years ago it was a better delivery proposition and integrated global business model that we sought to create in support of our global enterprise customer. While we had grand visions of its potential, none of us could have imagined the organization the GPA has become.” reflects GPA Founder and Chief Storytelling Officer Julian Phillips.

The GPA Team in Cape Town at GPA Summit 2019. 

The new GPA brand will be very visible across the ISE show floor, with more than 200 GPA staff in attendance, all resplendent in a “Think Different” themed dress code with flashes of the eye popping GPA Green most have come to expect. Our Booth in Hall 1 will be a hub throughout the week for engaging our teams from every corner of the globe, as well as showcasing t GPA’s “Velocity” enterprise collaboration standardization proposition. Additionally we’ll be hosting various internal and customer facing events like our offsite pre-show summit and evening networking event on Monday, and traditional Wednesday Roundtable Lunch hosted in the GPA Global Lounge at the RAI.


GPA helps global enterprise organizations to think global, and act global, as they strive to create workplace that delivers an engaged workforce. Our goal is to inspire employees with collaboration tools and environments to share their knowledge and ideas, work together to perform at their best. With almost 4000 specialized AV/UC staff in 50+ countries, we deliver simple, scalable, and standardized collaboration technology solutions and services, driving business velocity and ultimately competitive market advantage for our customers. Specialization in collaboration, a true global footprint, yet the localized operational infrastructure and cultural awareness critical to local stakeholder adoption and business impact.

To learn more about GPA, visit, while further information on the GPA’s Velocity proposition can be found through the microsite.

For media inquiries, please contact:

Ellesse Fehlberg
Global Marketing Director

Comments (3)

[…] do que um exercício de marketing, o reposicionamento e redesenho da marca, deve refletir os valores e atributos da GPA, que tem sido desenvolvidos ao longo de todos esses anos, em parceria com colaboradores de todas as […]

[…] do que um exercício de marketing, o reposicionamento e redesenho da marca, deve refletir os valores e atributos da GPA, que tem sido desenvolvidos ao longo de todos esses anos, em parceria com colaboradores de todas as […]

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