We’re honored to see Google Generate once again recognized by BizBash as one of the Most Innovative Meetings of the year.

Now in its 14th year, the annual list of the industry’s most innovative meetings highlights the vision behind business events that are anything but ordinary. This year's roundup showcases the clever layouts, immersive programming formats, hyper-personalized experiences, and tech-driven solutions that make these meetings memorable.

Opus Agency served as the lead agency for Generate 2024, which took place at Excel London in January. This event had it all—immersive worlds, AR dog sidekicks, experimental AI activations, and much more. 

The theme, “Generate Tomorrow,” was all about action. It asked: What kind of tomorrow do you wish to see? Generate it. Over two days, 9,000 attendees literally generated the world around them and the future of Google Cloud by imprinting on the event, as their actions magically transformed the space as the days went on.

Google Generate went down as the highest-rated SKO in Google Cloud history. Even the venue principals at Excel London shared this event was the largest, most ambitious, complex, and visually compelling event in Excel’s 17-year history.

This recognition comes as an incredible reminder of the magic that happens when we embrace creative curiosity.

2024 marks the second year that Google Cloud and Opus Agency have been honored with this award together. In 2023, we won for our exceptional work on this program (then Google Accelerate), a metaverse gathering for over 17,000 attendees.

BizBash’s Most Innovative Meetings highlights this year’s top business gatherings from leading companies, which show that business events can—and should—be engaging, inspiring, and memorable.  Read more about Google Generate in this exclusive article from BizBash, featuring insider perspectives from Group Creative Director, Mia Rovegno.