Solid foundations
Having worked with Ericsson at a global scale, we were brought in to support growth in the brand’s biggest market area; MELA (Market of Europe and Latin America) with a new framework and playbook for the entire live marketing approach.
Our goal was to deliver something that would be instantly intuitive and efficient – we wanted to make things like naming, messaging and alignment with global markets and audiences easy. So, by conducting interviews with all 9 key regions across 109 countries, we garnered a ton of key insights to understand the playing field and where we could take things next.
All together now
Both the playbook and the framework helped not just those using them to streamline and understand the process – it brought the leadership team on board too. Ericsson’s regional teams went from doing their own thing to making a cohesive contribution to the MELA ‘Imagine Live’ positioning.
Today our playbook is followed by no less than 109 countries and continues to steer Ericsson’s live marketing efforts in an aligned and effective way – be it a virtual, physical or hybrid experience.
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