The organization of the Mobile World Congress begins with a view to being held in person between June 28 and July 1. Weeks after the GSMA, responsible for the event, announced the requirements that will be applied to try to ensure security against the coronavirus in anticipation of a presence that will be around 50,000 attendees (half that in the last edition held), Barcelona has started to grease the machine necessary to prepare the city.
One of the first levers to activate is communication. The Barcelona Mobile World Capital Foundation has just resolved the award of services for the comprehensive management of its advertising and digital marketing. The chosen company is AMT, which will be in charge of developing the strategy for all the foundation’s projects and events.. In this way, you are able to retain an account that was already awarded in 2019.
The proposal of the agency founded by Álvaro Montoliu meets each of the points raised in the specifications, such as a positioning strategy for MWCapital or specific marketing and communication objectives aligned with the foundation’s lines of action. However, the hiring table considers that “the very ambition of the plan with a large amount of objective, its full development seems to us at some points not very feasible.”
The common objective of all the strategy presented is “to turn the purpose of MWCapital into the communication axis of 2021”. Regarding the marketing plan, the firm proposes a planning with three lines of communication that cover current and periodic campaigns and “fresh content” actions. Under these lines a complete performance is drawn in terms of events, online sessions and social networks.
For example, AMT proposes to adapt the messages so that they are understandable by any recipient, regardless of the specific audience to which they are addressed, and with headlines that raise a reflection around the specific topics on which MWCapital operates. “This claim is accompanied by other creative writing proposals that argue the approach and help, in a correct way, to make the message understandable for both the professional public, as well as the general public”, as detailed in the award report.
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