freuds History

The World Economic Forum has been held in the Swiss resort of Davos every year since 1971 when Professor Klaus Schwab from the University of Geneva gathered European business leaders together to discuss how European business practises could catch up with those of America.

For the last 13 years, freuds has been engaging Davos audiences in high-profile discussions and ground-breaking events and campaigns that have become a key part of the event.


2006: Product (RED) was launched to promote the fight against AIDS, with Bono, Giorgio Armani, Converse, Amex and Elle Macpherson, captured on the front page of the Financial Times.

2008: Michael Dell joined Bono and Bill Gates to highlight Dell turning (RED).

2008: Women transformed the Davos agenda with freuds, creating ‘Important Dinners for Women’, hosted by HRH Queen Rania Al Abdullah of Jordan, Wendi Murdoch, and Indra Nooyi, Chairman and CEO of PepsiCo. The dinner was the most talked about event at the Forum as Bono, Rupert Murdoch, Sergey Brin and Larry Page served desserts to the guests.

2010-2012: London came to Davos to present the opportunities the city had to offer in a countdown to the Olympics, while a Great British Tea Party was hosted by Tim Berners-Lee, Lily Cole and London Mayor Boris Johnson.


2013: freuds helped Water.org host a dinner with Matt Damon and Gary White, while PepsiCo’s first café opened its doors and played host to Derek Jeter.

2014: (RED) announced their $10 million partnership with Bank of America which saw a total of $250m raised for the Global Fund.

2015: freuds crafted 193 snowmen as part of an international campaign to highlight the lack of action on climate change with the help of Save The Children, while enabling Bill and Melinda Gates to host a dinner with special guests including Chris Martin, Will.i.am, Queen Rania and others.

2015: Live Earth: The Road To Paris was launched with Al Gore, Pharrell Williams and Kevin Wall. While a dinner hosted by Indra Nooyi drew three of the world’s top sports stars, Sachin Tendulkar, Joe Montana and Gary Lineker.


2016: Jamie Oliver flew into Davos for a ‘Feeding The Future’ breakfast with the heads of Nestlé, Coca Cola, PepsiCo and the Bill and Melinda Gates Foundation in a discussion moderated by Christiane Amanpour.

2016: To celebrate the launch of the Global Goals at the UN, freuds hosted a dinner focussed on Girls and Women, hosted by Melinda Gates, Amina Mohammed, Freida Pinto, Sheryl Sandberg and Bono, also including former UK Prime Minister David Cameron and US Secretary of State John Kerry.

2016: freuds brought (RED) back to Davos, where it all began to celebrate its 10th anniversary. Bono was joined by Klaus Schwab, founder of The World Economic Forum, and supporters by some of their partners, including Marc Benioff, CEO Salesforce, and Brian Moynihan, Chairman and CEO Bank of America. Davos turned (RED) as the streets were lined with 10th Anniversary slogans, advertising and banners.

2017: freuds convened the third annual opening dinner with Intercontinental Hotel Group and facilitated a partnership with Dow Jones for an innovation lab around the Future of Mobile.

2017: Jamie Oliver returned to Davos with a focus on sport and nutrition, hosting a dinner with US sprinter Michael Johnson, moderated by FT Deputy Editor Gillian Tett, before a Facebook Live event at the World Food Programme tent with Shakira and Richard Curtis.


freuds created the most talked about event at Davos, the Global Goals Arctic Basecamp, with scientists explaining the dramatic changes occurring in the Arctic.

The Basecamp was the site of Budweiser’s announcement of a commitment to 100% renewable energy at a two tonne ice bar.

Google and Queen Rania Foundation hosted a lunch to discuss educational opportunities for displaced children and launch, Edraak, a new learning platform for the Arab World.

Christiana Figueres, Stella McCartney, Ellen MacArthur, Wendy Schmidt and Patricia Oliva hosted a joint dinner, marked by a commitment by Evian to use 100% recycled plastic by 2020.

The Islamic Development Bank came to Davos and met Bill Gates, Queen Rania, Indra Nooyi, Jimmy Wales, Malala Yousafzai and Christiana Figueres

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