UPDATING A PRESTIGIOUS COMPANY’S COMMUNICATION
Client: ABECEB
WEB: http://abeceb.com/
Year: 2016
ABOUT ABECEB
ABECEB is an economic and business consulting agency, expert in real economy and Latin America, that accompanies institutions, companies, and governments with interests in the region, collaborating in the management of their operations. They contribute with a deep knowledge of the environment and a unique local perspective that simplify complex decision-making processes, with the help of a multidisciplinary team of over 60 specialists, state-of-the-art proprietary tools, proven, reliable diagnostic and analysis methodologies, sturdy networks of relations and a commitment to excellence.
Born in Argentina, and with over 20 years’ experience, it is present in the whole region, accompanying more than 100 institutions, leading companies and government teams, as advisors and partners to enhance decision making processes.
BACKGROUND:
After a decade positioning itself in the country as a service provider offering access to the “on-line economy”, ABECEB’s management was faced with the challenge of taking the next step towards a new position, with the intention of placing itself at the forefront of the sector, expanding its presence in Latin America, and conquering a place to reflect the reputation acquired along its history.
In this context, Mariana Camino -president of ABECEB- hired Proteína to assist them in professionalizing the way of talking about the company in its main communication materials.
THINKING OF THE ORGANIZATION FROM A DIFFERENT PERSPECTIVE
In a two-month project, the Proteína team worked together with Marketing Management and ABECEB’s Management in the design of the general communication lines, the texts for the main sales tools and the relaunch of the company website, renewing the brand and establishing a new way of talking about the company.
A new approach was outlined for the brand copys, tone of voice, and brand personality, and new effective angle of communicating ABECEB in order to achieve new growth.
METHODOLOGIES AND TOOLS USED:
• Management interviews
KEYS TO SUCCESS:
Closeness to management. During this process, it was key to have a two-way communication with the management, and it was essential to find a way to talk that would work as a platform for the projected growth.
Iterative processes. It was essential to structure work in a collaborative manner, integrating the different players and co-creating the voice of the brand in a way that it could be the voice of the organization.
