CHALLENGE
As part of the broader brand transformation and repositioning of DP World, we recognised the need to shift perception away from being 'just a port operator' and towards a respected authority on global trade and supply‑chain resilience. Yet without a signature research programme, DP World lacked an evidence‑based platform to showcase its insights and influence policy conversations.

Despite the company’s scale and reach, there was no compelling asset that combined data, expert analysis and accessible storytelling to engage C‑suite decision‑makers, media and industry peers. We needed a flagship report and accompanying toolkit that would lend DP World an authentic and credible voice. The goal was to launch it each year on the world stage at the World Economic Forum and to leverage it across other business forums and events.

STRATEGY
We partnered with Economist Impact to deliver an annual research programme, capturing private‑sector sentiment on international trade and emerging supply‑chain trends. Over 3,500 logistics leaders were surveyed, and GTAP economic modelling was applied to interpret the data, uncover patterns and deliver robust analysis. This methodology ensures the report combines authoritative data with strategic insight. The report is now in its fifth year.

EXECUTION
A successful launch plan has been followed every year, with a new creative direction for each launch.

The final report was distilled into regional and sector‑specific editions, hosted on a bespoke gated microsite. Digital assets, infographics and video content were developed for targeted social media and PR drives. A narrative book and materials created to support the launch at the World Economic Forum and equip senior leadership to host the findings at other key business events and communications.

Annual research microsite.

Hosted by John Ferguson the 5th edition of Trade in Transition, a research series led by Economist Impact and launched at #WEF25.