MdCNEWS, the Marco de Comunicación agency newsletter - June 2017

According to our CEO

[ June 2017 ]

Since our last newsletter, Marco de Comunicación has continued to hold its title as Spain’s most award winning PR agency. We’ve now won 13 accolades in 6 prominent PR awards over the past 12 months, including Iberian Agency of the Year at the European SABRE Awards, the Premios Fundacom, European Excellence Awards, Mercury Excellence Awards, African Excellence Awards and the Eventoplus Awards. We’re extremely proud to hold this title, illustrating all the hard work and dedication of our teams.

In April, we helped bring about another unforgettable Netflix premiere, this time for the first Spanish produced Original Series, ‘Las Chicas del Cable’. The Callao Cinema in Madrid was packed out, with guests travelling far and wide to see the stars of the show, including Blanca Suárez.

The Experience Room also held its inaugural event on the 9th of May, seeing 20 top brands, including Disney, TRESemmé and Conforama, hold mini events in their own zones of our exclusive events space, located in the prestigious Salamanca district of Madrid.

Finally, we celebrated our Sweet 15th Birthday on 15th of June, marking 15 years of creating brands and creating news in Spain and around the world.

Didier Lagae



MdC Maintains Title of Most Awarded Spanish PR Agency

[ June 2017 ]

European Excellence Award 2017Marco de Comunicación has continued its winning streak over the past 12 months, collecting another 13 awards in 6 prestigious PR Awards, including ‘Iberian Agency of the Year’ at the European SABRE Awards, the Premios Fundacom, European Excellence Awards, Mercury Excellence Awards, African Excellence Awards and the Eventoplus Awards.

Most recently, MdC’s “Fighting against Climate Change” campaign for the Steering Committee of COP22, the UN Climate Change Conference, won in the Public Affairs category of the African Excellence Awards. The campaign was also nominated a finalist for campaign of the year against competition from Nike (FleishmanHillard South Africa) and SABRIC (Engage Joe Public).

The COP22 campaign also saw success in the Mercury Excellence Awards, winning Gold in the Non-Profit category and being named a Grand Award Winner. MdC won 5 other Mercury Excellence Awards this year, including another Gold for Netflix’s launch campaign, “The New Way to Watch TV”, a Silver for its Unilever/TRESemmé MFShow in the Special Events: Exhibitions category, and a Bronze for its “Friends of glass, Friends of people” campaign for ANFEVI in the Special Events: Cause Awareness category. The company was also awarded two honours, for Springfield’s “My Perfect Summer: #JoinThisWave” product launch, and for its “#YoElijoVidrio” (#IGoForGlass) TV advertising campaign.

In the Premios Fundacom Awards, the “My Perfect Summer #JoinThisWave” campaign, carried out alongside WYSIWYG, has been named winner in the Social Media Campaign category. The agency was nominated for more awards than any other agency and was a finalist in 5 additional categories.

Marco de Comunicación also won a European Excellence Award for Palex’s “Sigue tu Camino” campaign in the Iberian category. Along with this award, MdC also had three more finalists with its campaigns for Netflix, Springfield and ANFEVI.

Finally, Marco de Comunicación won Gold at the 2016 Eventoplus Awards in the Best Responsibility Event category for its “Friends of Glass, Friends of People” campaign for ANFEVI, the National Association of Glass Bottling Producers.

With these latest additions, MdC has now won over 65 awards, maintaining its position as the most awarded PR agency in Spain.



Mdc organizes Netflix Red Carpet event of the year, Las Chicas del Cable

[ June 2017 ]

Mdc organizes Netflix Red Carpet event of the year, Las Chicas del CableMarco de Comunicación has carried out yet another incredible Netflix Premiere for the first ever Netflix Original Series produced in Spain, Las Chicas del Cable.

With such a landmark event on the horizon, MdC worked on the publicity for 6 months prior to the premiere, making sure all the key national press, influencers and celebrities were aware of Netflix’s latest binge worthy series. This included two set visits for national and international press to reveal some of the locations of the Spanish produced series. Nine shootings were also carried out with a number of of Spain’s key lifestyle publications, such as Woman and Hola Fashion, bringing news of the series directly to their target audience.

The official premiere was an unforgettable night, full of top celebs. The stars of the show, the cast of Las Chicas del Cable, walked the red carpet in front of a huge crowd of photographers and fans in Madrid’s Callao square. The event was at full capacity with 1,200 guests made up of cast, crew, celebrities and influencers.

The after party that followed was a spectacular 20s themed celebration lasting until the early hours, echoing the glamour of the series. The venue was full of Netflix talent and Madrid’s top stars, who all came to celebrate the successful release of the milestone series.



World Water Council dominates World Water Day coverage

[ June 2017 ]

World Water Council dominates World Water Day coverageMarco de Comunicación was thrilled to be chosen by the World Water Council to coordinate its international communications in celebration of World Water Day. MdC was responsible for creating a global communications package including a press release, infographics, and videos to distribute key findings on the themes of access to safe drinking water and water security.

Due to the global nature of the project we mobilized a global team of over 20 people to assist in the distribution of these findings. The project surpassed all expectations, with nearly 1,500 online articles and 25 print articles for the World Water Council reaching a total audience of over 1 billion potential readers in just 11 days. Global top tier media, such as The Washington Post, Associated Press, Politico, Europa Press, The Huffington Post, Al Jazeera and El País picked up on the story, proving that water security is an issue to be seriously contemplated in every nation.

Having already worked with the WWC at last year’s COP22, MdC has proven it can carry out impactful global communications time and time again. This project is the latest in a long line of international clients supported by Marco de Comunicación, including high-profile institutional accounts such as COP22 (the annual UN Climate Change Conference) the Union for the Mediterranean (UfM) and the European Fisheries Control Agency (EFCA).



Conforama event unveils the biggest bed in Iberia

[ June 2017 ]

Conforama event unveils the biggest bed in IberiaMarco de Comunicación brought about another ambitious 360 degree campaign in February 2017 for Conforama, building Europe’s biggest bed in Madrid and Portugal. MdC used its experience in executing award winning 360⁰ campaigns to amplify the brand’s media presence, reaching their consumers in the most direct way possible to generate in-store traffic and present the brand as a socially committed organization.

MdC utilized brand ambassadors, influencers, social media and a study into the public’s quality of sleep in order to give credibility to the campaign, generate consumer engagement and create a real Conforama community. The hashtag “#Camitis” was used on social media to get consumers talking about what gets them to stay in bed, creating positive conversation about Conforama products.

These efforts translated into over 140 clippings, nearly 100 million impacts and a RAV of €1.2 million. Conforama has increased its presence in key media by positioning itself as an industry leader and specialist in mattresses and a good night’s sleep and created positive conversation around the brand in social media.



Meizu press conference wows at Mobile World Congress

[ June 2017 ]

Meizu press conference wows at Mobile World CongressMeizu, a smartphone designer and manufacturer based in Zhuhai, China, unveiled the newest in mobile technology - outpacing Apple and Samsung – at Mobile World Congress in Barcelona in February.

MdC helped write and distribute a press release and organized interviews with Meizu spokespeople, positioning the brand as a leader in technological innovation. Key brand messages were communicated to the media, which highlighted the safety and innovation of the device: “The Super mCharge is a new battery charging technology that can take a 3,000mAh battery from zero to fully-charged in just under 20 minutes. It’s also the safest super charging technology on the market, with the risk of overheating greatly reduced through Meizu’s breakthrough engineering.”

Journalists were able to see the super charger in action at the same time as attending Meizu’s event and were encouraged to share the updates on social media, keeping their followers informed of the speed of the device through live-tweets. Journalists who attended the event also had the unique opportunity to be the first to test this new technology after the press conference, with interviews carried out with Meizu spokespersons also taking place. Attendees were treated to a special surprise gift once the event closed.

The event resulted in a total global press coverage of almost 4 million clippings.



Marco de Comunicación inaugurates the Experience Room

[ June 2017 ]

Marco de Comunicación inaugurates the Experience Room Marco de Comunicación opened its doors to the new Experience Room on the 9th of May 2017, situated in the exclusive Salamanca district in Madrid. More than 200 journalists and influencers attended the event, where 20 clients displayed their latest releases and lifestyle trends in a Brand Experience day: allowing the guests to discover each brand through designated areas of the Experience Room.

The 20 brands introduced us to the hottest trends for the upcoming months. Conforama furnished all the different areas of the experience room. The leading brand in home furnishings converted their own area into a completely equipped living room, giving our guests a masterclass in the ever changing trends of interior decorating.

Guests could also compare this year’s latest hair and makeup trends: TRESemmé gave basic advice on how to maintain healthy hair thanks to stylist Anthony Llobet. At the same time, brands such as Delsey, Fabletics, JustFab and Pablo Erroz and Pilar del Campo showed the latest trends in fashion and accessories.

Disney presented a display of their most popular gifts at the Disney Store, including releases of their latest DVDs. Other clients who presented their newest developments and releases were Meizu, Weekendesk, Norwegian Cruise Line, Thermomix, Primeras Marcas and Nutrilite.



Marco de Comunicación celebrates its “Sweet 15” Anniversary party

[ June 2017 ]

Marco de Comunicación celebrates its “Sweet 15” Anniversary partyLast week we celebrated our 15th anniversary alongside clients, journalists and employees in an unforgettable party. In total, around 500 people attended, who could not miss the chance to congratulate the agency for its amazing journey over the last few years. Guests were able to learn about the the agency’s evolution and some of Marco de Comunicación’s most impressive success stories.

The event took place in the agency’s Experience Room, located in the middle of the Salamanca district (Príncipe de Vergara, 9). The Experience Room is a unique space, recently inaugurated to carry out 360⁰ experiences and designed as a meeting point for brands, stylists, celebrities, influencers and professionals.

Since its creation in 2002, Marco de Comunicación has experienced continued growth, positioning itself within the Top 5 agencies in Spain, and sustaining its activities in global and integrated 360º communications campaigns. Two key strategies have facilitated this impressive growth: international expansion and the diversification of services developed by specialist teams.

The Experience Room was decorated thematically, showing the agency’s distinct phases and landmark achievements over the last 15 years. Guests were able to discover the keys to our international expansion, based on a hub and spoke model, with owned offices in Miami, Paris, Casablanca, Lisbon, Madrid and Barcelona, as well as a network of affiliated offices in more than 40 countries around the world.

Our different specialist departments, which allow the agency to offer 360⁰ campaigns, were also represented, showing guests the different services we provide, from press conferences, branded content, publicity and events, to SEO, SEM, community management, influencer relations, public affairs and the production of videos and design, among others. After the interactive tour, the guests were able to relax in the Experience Room’s garden, where they were able to enjoy cocktails in the open air. The CEO and founder of the agency, Didier Lagae, said a few words of appreciation to all the clients, ex-clients, journalists, influencers, friends and employees of Marco de Comunicación who attended last Thursday.

“I want to thank our team of more than 100 consultants in the Iberian Peninsula, as well as our teams in Paris, Miami and Casablanca, for the passion which they pour into their work every day. I would also like to thank our growing family of clients who, after 15 years, have helped us become one of the five biggest communication consultancies in Spain”, said Didier Lagae.