LLORENTE & CUENCA - Media Relations Campaign

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Company: LLORENTE & CUENCA, Madrid, Spain
Company Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations

Nomination Title: 3M Mexico, ready for change

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

3M is known for its famous Post-it Note. You can take notes on this product, create art with the product, and even ask your crush to prom. While the Post-it Note will never lose its fame, 3M was ready for a change. 3M was ready for Science. Applied to Life, also its current slogan.

In order to be able to position the company as a leading science company in Mexico, we sent out a perception audit to a sample of 100 columnists and reporters. The results showed us the company had little executive positioning, was associated with the Post-It note, and the subsidiary was lacking behind in PR practices.

In order to change, this we implemented a plan that consisted of: Corporate Engagement (workshops, panels, etc. targeted at key industries), Executive Positioning (positioning of their new Managing Director, Gayle Schueller), and Executive Rankings (ranking applications and positioning).

After developing an effective and congruent narrative, a media map, a risk and opportunity map, a media protocol, and various briefings, we activated out plan.

We carried out an array of activities. With our think tanks to Expertise Academy workshops centered around Manufacturing, Automotive, Safety, and Healthcare industries, we positioned 3M as a reputable expert, and were able to later receive inferences from journalists looking for a reference. In regards to Rankings, we made all that we applied to, even positioning ourselves as Forbes’ number 1 Most Innovative Company in Mexico, the article and positioning being based on 3M’s innovation in the manufacturing sector. Gayle Schueller was positioned as Expansión’s (Mexico’s leading business magazine) #4 Most Powerful Woman in Mexico, and even landed a full spread on the cover, this being the first time 3M had achieved this in Mexico. We also took advantage of key milestones, like water sustainability, a huge problem in Mexico considering the country’s worn out infrastructure. Lastly we build relationships with key columnists like Carlos Mota and Bárbara Anderson, but organizing relationship-building meetings. These helped us to become relevant to some of the country’s most important key opinion leaders.

When we handed out the second perception audit at the end of the year to the same pool of journalists and columnists, we saw a huge closing of the gap we had seen towards the beginning. 3M was now considered a science company with ties to its main industries mentioned above. In addition, Gayle Schueller was overwhelmingly recognized as the company’s main executive in Mexico.

Results:

-Total clippings: 280
-Ad-equivalency: $15.5 Million MXN Pesos.
-Estimated Impacts Nationally: 24.4 Million.
-Total 180 in perception, changing the company from just the “Post-It” company to a Science company.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-3M is known for its famous Post-it Note but 3M was ready for a change
-LLORENTE & CUENCA sent out a 3M’s perception audit to a sample of 100 columnists and reporters.
-LLORENTE & CUENCA implemented a plan that consisted of: Corporate Engagement, Executive Positioning and Executive Rankings.
-We carried out an array of activities to implement every area of our plan. We achieved positioned ourselves as Forbes’ number 1 Most Innovative Company in Mexico.
-Gayle Schueller was positioned as Expansión’s (Mexico’s leading business magazine) #4 Most Powerful Woman in Mexico, and even landed a full spread on the cover, this being the first time 3M had achieved this in Mexico.
-The results showed a changing in the company’s perception from just the “Post-It” company to a Science company.