Client: Ericsson MELA
The MELA Momentum campaign successfully established a new strategic direction for Ericsson’s Europe & Latin America team, which spans more than 100 countries and 17 time zones. In a very large, distributed and culturally diverse team where strategic alignment had historically proven a challenge, this campaign quickly built a shared understanding of strategic priorities through its simple, clear messaging, and a creative approach that harnessed the team’s rich diversity to deliver a compelling narrative. By targeting digital channels and enlisting the support of both senior leaders and communication managers, the campaign achieved resonance at a local level while also aligning with Ericsson's broader strategic objectives. Its ongoing success has helped position Ericsson to excel in a rapidly changing business landscape and empowered the team to rise to the connectivity challenges of the future.
