Defining a new communications strategy - MWC

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Defining a new communications strategy - MWC

Betting on a solid communication strategy: the “Auctoritas” and facilitator of a sector. In times of constant change and a permanent need for communication and guidance, we worked hand in hand with the prestigious Mobile World Capital foundation to position them as the "auctoritas" of the sector. A hub of digital, technological, but also humanistic knowledge, reinforcing their reputation and raising their relational capacity and prestige.

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Defining a new communication strategy

Betting on a solid communication strategy: the “Auctoritas” and facilitator of a sector. In times of constant change and a permanent need for communication and guidance, we worked hand in hand with the prestigious Mobile World Capital foundation to position them as the "auctoritas" of the sector. A hub of digital, technological, but also humanistic knowledge, reinforcing their reputation and raising their relational capacity and prestige.

Context

Nowadays, it’s not only what you do that counts, but also how you do it and with whom you tell it. Hence the momentum to strengthen the communicative role of a Foundation as prestigious as the Mobile World Capital. Under an approach that we could generatefor any type of media outlet, and with the aim of reaching different target audiences (public and private institutions, academics and civil society), we assessed the MWCapital's communication strategies beyond its successful programmes, to bring content and exposure on its platforms that represents quality and increases the notoriety of the organisation.

Challenge

After many months and even years of holding monthly or bimonthly "Mobile Talks”, a one-off meeting with experts on a specific topic, we suggested a dose of "Slow Journalism" rather than marketing. We proposed that this meeting with experts should be the cherry on top of several weeks of research and dissemination of information.

Goal

We are seeking several objectives with this project; on the one hand we are reinforcing channels with high quality content, showcasing the Foundation's ability to combine its interests with high-level profiles, and generating a meaningful communication which goes way beyond than just being ‘online’. This transversal strategy, in addition to being multichannel and transmedia, meets the online/offline needs of an organisation such as this one.

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The Context, Challenge and Goal give a very clear idea of what we have worked on with this project, we wanted to show that there is another way of telling stories, furthermore, it is possible to talk about hugely broad, complex and comprehensive topics in greater depth and also with a greater return, both reputational, strategic and relational. At the same time, the organisation benefits from demonstrating more than ever that the most relevant and interesting debates and reflections are taking place within its ecosystem. 

And there is nothing more exciting than having the freedom of a "tabula rasa" as Aristotle said, and drawing while dreaming about a new scenario. Ideally, the aim is to try out this new communicative environment by reinforcing the role of the Foundation, and emphasising its capacity to deepen and provoke high-level reflections. 

To this end, we need to start by identifying some topics of general interest which meet the needs of present life and current affairs. Among those chosen: "The New Consumption Era" and "The New Education". 

After thorough research, both journalistic and academic, we identified various sub-themes which we believe deserved significant emphasis, as well as numerous professionals who complement each other and share their knowledge in order to generate a debate, and place the audience around a long-standing theme. 

From this point, and after some editorial meetings to define the topics and experts, production work begins (also known as radio production), which consists of identifying the channels to access the different guests with whom we intend to approach the chosen topic. 

At the same time, we define the content formats that we will use for each case and the platforms through which the materials will be distributed. 

DISCLAIMER: It should be noted that, as experts in the digital sector, we don’t conceive the same content for different platforms. The same format should not be used across all platforms as the consumption, algorithm, behaviour and audiences are not the same.

So, now it’s time to get down to work and make it happen. Interviews; face-to-face, remote, video or audio interviews and content generation. 

And all of them relevant; interviews with leading figures such as Andreas Schleicher, Director of Education at the OECD or Stefania Giannini, Director of Education at UNESCO.

Slow and aural reflections like Professor López Portillo’s at the University of Oxford.

and many other elements to reach all the defined targets and sectors.   

And while some work on the generation of these original contents, others begin to shape them, and in turn we begin to schedule how, when and through which platforms they should be distributed to achieve effective communication. 

From there, it is time to start taking the jewels out of the oven, and make them see the light, each one associated with its sub-theme, while among all these contents we shape the prisms and views that will define the main theme. 

After a few weeks, we ended with a final session, with some prestigious guests such as Professor Pissarides, Nobel Prize winner in Economics, and others such as Jordi Gual, then-Chairman of CaixaBank, or Sasha Michaud, CEO of Glovo, to talk about the future of consumption.

Or as was the case with Andreas Schleicher, Director of Education at OECD, Javier Rodríguez Zapatero, Executive Chairman of ISDI and former General Manager of Google in Spain and other countries, Marc Sanz, Head of Google Education, Albert Forn, Director of mSchools at the GSMA, and Marta Padrós, Director of HR at Caixabank.

And beyond all that we’ve shown, we’ll leave the enormous relational work that is established around these sessions and the workflow and activities that are created to reinforce a more offline or analogue benefit undisclosed. It is understood by all parties as a definitive "win-win", creating the feeling of a "Place to be" and all this, converging and caressing the themes and programmes of the foundation.