Jules Lavin, Director 

Mobile World Congress. It’s the Glastonbury for the telecoms world. Barcelona somehow buzzes more than usual, deals are struck, and the future of technology is hotly debated. I can't wait to touch down for what’s certain to be a busy few days. 

But let’s be honest, navigating the sprawling halls of Fira Gran Via can also feel like being swept away in a data deluge. Significant time and resources must be pooled into Mobile World Congress (MWC). Nobody attends just to collect free merchandise (though who can resist a good, branded stress ball?). It’s about generating leads, building brand awareness, and ultimately, driving real business impact.  

Drawing from years of watching brands navigate MWC – from booth veterans to first-timers – here's a strategic checklist to ensure the 2025 event delivers meaningful returns: 

#1: Reach out early 

MWC success starts long before touching down in Barcelona. Journalists and key attendees plan their schedules early. Any attendees should initiate outreach to key media and analysts now. Tech journalists will be in incredibly high demand, and strategies must prioritise their needs and time constraints.  

The most successful companies take a proactive approach, understanding that journalists won’t come to them on a whim. Proactively offer convenient, valuable interactions. Host press briefings near the press centre, provide exclusive booth tours at quieter times, and ensure press materials are easily accessible online and at the booth. Moving beyond basic press kits to provide exclusive insights and early demo access will transform a brand from one of many to truly memorable.

#2: Plan everything meticulously 

MWC is a complex undertaking requiring military-grade planning and strategic partnerships. Plan everything in detail – logistics, schedules, team roles, and contingency plans. Simultaneously, explore strategic partnerships to amplify MWC impact. Collaborate with complementary brands for joint events, booth activities, or cross-promotional opportunities. Thorough planning creates the flexibility to capitalise on spontaneous opportunities while partnerships extend reach across the conference floor. 

#3: Align your news pipeline 

Simultaneously, align any significant news announcements with MWC to leverage the global stage. MWC news travels fast, and brands must make sure theirs is part of the conversation from the get-go.  

The 2024 event showcased this perfectly - from Honor's Magic 6 Pro debut featuring advanced AI to Lenovo's groundbreaking Project Crystal transparent laptop. HMD Global stood out by revealing a new brand direction and unveiling the playful Barbie Flip Phone, demonstrating how nostalgic elements can create massive media buzz. Each leveraged the MWC spotlight for maximum impact. 

Even if brands don’t have anything new to announce, there’s lots of conversations which can be joined. AI dominated last year’s event, from NVIDIA and ServiceNow’s partnership to Cisco’s AI ready offering for service providers. Private 5G & 6G was also a huge talking point for brands like Palo Alto Networks, Nokia, Red Hat, Intel and Virgin Media O2. 

#4: Think beyond the booth 

MWC’s impact extends far beyond the Fira Gran Via. Social media serves as a crucial amplification tool, providing certain guidelines are followed. Acting authentically, sharing real-time booth updates and engaging in industry conversations will set brands apart. 

It’s key to remember the dynamism of the event and how quickly the conversation shifts. Monitor the broader MWC digital conversation. Comment on keynotes, react to announcements, and publish content piggybacking on trending topics. Create a digital echo of your MWC activities to reach a wider audience and maximise the event’s lifespan. 

#5: Remember to follow up 

Success at MWC extends well beyond the event's conclusion. A follow-up plan moves fleeting connections into lasting partnerships. Systematic organisation of collected leads, prompt follow-up communications, and clear next steps maintain momentum. The most successful companies develop targeted post-event content that builds on MWC conversations, extending the event's value long after Barcelona's buzz fades. 

Are you attending MWC? I’d love to see you there! Drop us a line today to arrange a meeting. 

And no matter which events are on your calendar this year, remember that the difference between mere attendance and success often comes down to strategic communications. Missive's expertise in crafting standout stories and delivering content marketing strategies with impact, help brands get noticed at crowded conferences. Get in touch today if you’ve got an event coming up you need comms support with.