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MWC Barcelona 2027

Navigating MWC for two decades. Now it's your turn.

Twenty years successfully charting the complexities of the Fira has turned our approach to MWC into an art form. We've guided major telco brands like Vodafone IoT, Ciena, and Amdocs, helping them break through the immense noise in Barcelona.

How we set up brands to win at MWC:

  • Starting early: We launch your campaign months before the show to build advantage and momentum.
  • Securing access: We lock in the analyst and media briefings that actually need to drive commercial results.
  • Increasing visibility: We make sure you're known, understood, and chosen by human buyers and AI algorithms alike.
Book A Discovery Call Read: The MWC 2027 Blueprint
PRmoment Awards 2026 Tech Agency of the Year Certified B Corporation
20 yearsat MWC Barcelona
100+media and analyst briefings every MWC

Trusted in Barcelona by

The MWC reality

Making an announcement is no longer enough.

After MWC 2026 we audited the coverage across 45 Tier 1 publications. The message was clear: journalists reward brave, differentiated opinions, and buyers now build their shortlists with AI.

1,500+

distinct AI mentions in MWC 2026 coverage

Babel audit of 45 Tier 1 publications
3x

more coverage for AI than for 5G

Babel audit of 45 Tier 1 publications
32%

of buyers who chose a new vendor found them through AI tools

The Mental Av-AI-lability Index
5 or 6

briefings a day: one senior telco journalist's new limit

TelecomTV's James Pearce, via Babel
Read: Why brave opinions won the media at MWC 2026
The MWC 2027 Blueprint

Mastering MWC 2027: your strategy Blueprint

Success at MWC is decided months before you land in Barcelona. Drawing on insights from Babel's senior leadership team, our Blueprint maps what to do, and when, so your brand is noticed and, crucially, remembered.

No forms, no gate. Just the plan.

Read: The MWC 2027 Blueprint Take The Quiz
Mastering MWC 2027: Your Strategy Blueprint BABELNEWBUSINESS@BABELPR.COM
  1. You are here October to December

    Lay the strategic foundation

    • Set SMART objectives
    • Define your Ideal MWC Profile
    • Revisit your positioning
    • Develop thought leadership and a hero asset
    • Plan your content cadence
  2. You are here January to February

    Build awareness

    • Launch your MWC landing page
    • Keep messaging and visuals consistent
    • Launch your hero asset
    • Secure bylines and commentary
    • Book analysts, then media
  3. You are here Late February and March

    Own the show

    • Meticulously prepared spokespeople
    • Tight briefing logistics
    • Content captured live from the Fira
    • Virtual briefings for those not attending
  4. You are here March and beyond

    Follow up is everything

    • Follow up every contact
    • Run sustained nurture campaigns
    • Keep your landing page live
    • Measure share of voice and share of recommendation
Plan early

Start strategic planning at the start of Q4 to build a solid foundation.

Define your focus

Identify your Ideal MWC Profile for messaging that cuts through.

Create a hero asset

Anchor your campaign with research that generates news and content.

Execute and follow up

Prepare spokespeople and commit to post-event nurture.

How we help at MWC

Everything you need, from Q4 to follow-up

One integrated team for PR, content and marketing, so your story is consistent from the first byline to the last nurture email.

01

Strategy and positioning

Objectives, your Ideal MWC Profile and a fresh narrative built for the show.

Explore positioning 02

Thought leadership and hero assets

Research-led whitepapers that anchor your campaign and generate news.

Explore research 03

Media and analyst relations

Briefing programmes built from December with the journalists and analysts who matter.

Explore media relations 04

Speaker and awards submissions

Pitches aligned with GSMA themes that earn you a place on stage.

Explore events 05

Spokesperson preparation

Media training so your executives are ready for every briefing in Barcelona.

Explore media training 06

Content from the Fira

Video, social and blogs captured live during the show.

Explore video 07

Paid media and landing pages

Consistent creative across every touchpoint, tested before you arrive.

Explore advertising 08

AI visibility

Make sure LLMs retrieve your brand and describe it accurately.

Explore the AI audit
The MWC readiness quiz

How MWC-ready are you?

Eight questions. Two minutes. Find out whether you'll arrive in Barcelona with momentum, or join the scramble. Your results appear instantly, no email needed.

PlanningWhen did (or will) you start planning for MWC 2027?

From the press room'Don't limit your press engagement to MWC, the busiest part of the year. There are 11 other months available.' Keith Dyer, The Mobile Network

ObjectivesDo you have SMART objectives for MWC tied to a business goal?

From the BlueprintShare of voice still matters, but share of recommendation is becoming an increasingly useful measure of PR effectiveness.

AudienceHave you defined exactly who you want to reach at MWC?

From the press room'The biggest mistake we see? Pitching the plumbing to the people who care about the PnL.' Babel, after speaking to five MWC journalists

Point of viewDoes your spokesperson have a distinctive point of view?

From the press roomAI generated over 1,500 distinct mentions in MWC 2026 coverage. Only differentiated, pragmatic and sometimes challenging views cut through.

Hero assetDo you have a hero asset, such as research or a whitepaper, for MWC?

From the BlueprintLaunch your hero asset well before MWC so your spokespeople have a substantive story to take into briefings.

BriefingsWhen will you book analyst and media meetings?

From the press roomTelecomTV's James Pearce now caps his MWC briefings at five or six a day, down from thirty or forty in his early years.

ConsistencyIs your messaging consistent across web, ads, social and your stand?

From the BlueprintOur research shows LLMs heavily reward brands that demonstrate one consistent message across their online presence.

Follow-upWhat's your plan for after MWC?

From the BlueprintMWC doesn't end when the doors close. The telco buying cycle is long, so the real value comes afterwards.

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Fira-ready

You're ahead of most exhibitors. The job now is sharpening your story and landing the right briefings.

Book A Discovery CallRead: The Blueprint
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On the right track

The foundations are there, but gaps in timing, focus or follow-up could cost you cut-through.

Read: The BlueprintBook A Discovery Call
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Lost in the halls

There's still time, but only if you start now. Q4 is where MWC is won.

Book A Discovery CallRead: The Blueprint

Your breakdown: coral marks a focus area

  • Timing. Start strategic planning at the start of Q4, and remember December's downtime.
  • Objectives. Ladder every MWC objective back to one business goal, with a measure and a timeframe.
  • Audience. Build an Ideal MWC Profile that goes beyond job title to challenges and buying situations.
  • Point of view. Turn the opinions already in your business into a clear, defensible stance on an industry theme.
  • Hero asset. Commission research or a whitepaper and launch it before the show.
  • Briefings. Approach analysts in December and media from mid-January.
  • Consistency. Carry one message and visual identity across every touchpoint, and test it early.
  • Follow-up. Plan your nurture campaign now, so it is ready the week you get home.
From the press room

We asked the journalists. Here's what they want from you at MWC.

Ahead of MWC 2026 we sat down with the editors and reporters who decide what gets covered in Barcelona. Their message was consistent: be relevant, build relationships all year and know who you're talking to.

MWC 2026

What catches your eye?

Something with a good angle and an interesting hook, that understands where our editorial line is, is definitely more likely to catch my eye.

Saskia KoopmanCity AM

Read the interview
MWC 2026

How many briefings will you take?

I'll probably do five or six per day, so around fifteen to eighteen across the three main days.

Iain MorrisNews Editor, Light Reading

Read the Q&A
MWC 2026

What makes a pitch stand out?

Relevance is everything. Simply having your CEO available isn't a strong enough hook.

Keith DyerEditor, The Mobile Network

Read the interview
MWC 2026

How many briefings will you take?

Five or six a day, down from thirty or forty in his early years. His focus is the enterprise opportunity: private 5G, digital sovereignty and B2B revenue.

James PearceTelecomTV, as told to Babel

Read the round-up
MWC 2026

Who earns your time?

I'm much more inclined to engage with companies and PRs who build relationships throughout the year.

Iain MorrisNews Editor, Light Reading

Read the Q&A
MWC 2026

How should brands pitch you?

A clear two or three-bullet point pitch that shows how your company adds to or challenges the conversation.

Keith DyerEditor, The Mobile Network

Read the interview
MWC 2026

Which spokespeople do you want?

CTOs are always interesting, but I'm not too worried about their titles. It's more about their angle.

Saskia KoopmanCity AM

Read the interview
MWC 2026

Any advice beyond the show?

Don't limit your press engagement to MWC, the busiest part of the year. There are 11 other months available.

Keith DyerEditor, The Mobile Network

Read the interview
Case studies

Proof from the Fira

From must-attend events to the most talked-about stand at the show, here's what happens when telco brands plan MWC with us.

Vodafone IoT 100%media conversion rate at MWC 2026

Vodafone IoT: positioned at the centre of the AI conversation

Every on-site executive briefing for CEO Erik Brenneis turned into tier-one coverage, with priority media including TelecomTV, Telecoms.com and Fierce Network.

Read: The Case Study Amdocs 12tier-one MWC briefings

Launching aOS, Amdocs' new agentic operating system, and keeping it a hot topic all the way to MWC with 20 pieces of coverage.

Into the national business press Read: The Case Study HPE 17executive media briefings at MWC 2026

Explaining what the Juniper Networks acquisition means for telcos and enterprise, with coverage from CNBC and Bloomberg to Light Reading.

'HPE's most successful MWC to date' Read: The Case Study ITRI

Cracking into new markets and geographies

We used MWC as an international platform for Taiwan's telecoms innovators, with refined messaging, news, thought leadership and media and analyst briefings.

MWC as a global launchpad Read: The Case Study TelcoDR 700+pieces of coverage

From virtually unknown to one of the most talked-about companies in telecoms, with a keynote and a packed press agenda at the show.

Most popular booth at the show Read: The Case Study
See All Case Studies

Vodafone IoT · MWC Barcelona 2026

100% conversion at MWC: positioning Vodafone IoT at the centre of the AI conversation

100% media conversion rate. Every single on-site executive briefing translated directly into tier-one coverage.

The brief

Vodafone IoT tasked us with maximising its presence at MWC Barcelona 2026, using limited executive availability to secure high-value media coverage and strengthen its industry profile.

The insight

MWC is an intensely competitive media environment. To cut through, we positioned Vodafone IoT against the themes dominating the event, including AI-driven IoT growth, satellite connectivity and the challenge of deploying connected products globally.

The strategy

We ran a highly targeted media programme, filling all available interview slots for CEO Erik Brenneis with priority media including TelecomTV, Telecoms.com and Fierce Network. We also secured an additional on-site opportunity for Phil Skipper and converted further conversations into post-show interviews.

The outcome

All on-site opportunities converted into coverage, delivering a 100% media conversion rate. Coverage positioned Vodafone IoT at the centre of conversations around AI, satellite connectivity and data sovereignty, while two additional post-show features extended momentum beyond MWC.

Babel consistently delivers high-quality results quickly, showing impressive industry knowledge and attention to detail. It's a pleasure working with such a professional and reliable team.
James Manser, External Communications Lead, Vodafone IoT
Book A Discovery Call

Amdocs · aOS launch to MWC

Escaping the MWC echo chamber: positioning Amdocs' aOS as the future of telco AI

Babel bypassed the MWC echo chamber to secure 12 tier-one briefings and elevate Amdocs into the national business press.

The brief

Amdocs, one of the telecoms industry's leading software and services providers, tasked us with creating buzz around aOS, its new agentic operating system, and sustaining momentum from its February launch through to MWC. The challenge was making a product story cut through an event dominated by major operator announcements.

The insight

aOS represented more than a product launch. We saw an opportunity to position it as a strategic shift for Amdocs and a new paradigm for how telcos could operationalise AI at scale, giving media a bigger industry story to engage with.

The strategy

We used embargoed briefings with leading telecoms media to establish that positioning at launch, then spent the following weeks building the case for why telecoms needed to move towards agentic, end-to-end operations. This sustained momentum into MWC and created significant demand for executive briefings at the show.

The outcome

We secured 12 MWC briefings, landing 20 pieces of coverage with leading telecoms titles, including Fierce Network, Capacity, The Mobile Network and RCR Wireless, ensuring aOS remained a 'hot topic' in the industry despite launching weeks earlier. Broadening the story beyond the telecoms trades meant we also secured a business media briefing with City AM. The strong and sustained interest we generated turned a potentially dry product announcement into a wider story about Amdocs' strategic repositioning around agentic AI.

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HPE · MWC Barcelona 2026

Demonstrating revived leadership in networking at MWC 26

National and business press briefings with CNBC, Bloomberg and City A.M., and 14 trade briefings at 'HPE's most successful MWC to date'.

The brief

Babel is HPE's retained PR agency for the UK market. During the Mobile World Congress period, the global networking business turns to Babel to support its presence at the show and drive engagement with telecoms media. At MWC 26, Babel was asked to educate the market about the impact of Juniper Networks on HPE's overall networking business.

The insight

HPE's acquisition of Juniper Networks makes it one of the world's largest networking companies. But the telecoms industry needed to understand its solutions for telcos and enterprise, alongside its role in data centre infrastructure and AI networking.

The strategy

Babel helped to strategise on the overarching messaging for the show and how to engage both business and trade media, developing bespoke pitches for different audiences. The business press would be more interested in the broader market strategy and scale of the acquisition, while trade media would want to dig into product integration and specific technical capabilities for telcos and enterprises.

The outcome

Babel delivered a highly effective media programme at MWC 2026, securing coverage from almost all of the 17 executive media briefings. The campaign generated high-impact coverage across influential business outlets including CNBC, Bloomberg and City A.M., while also landing in leading telecoms trade publications such as Light Reading, Fierce Network and SDxCentral. This ensured HPE's acquisition of Juniper Networks was communicated to both mainstream business audiences and the specialist telecoms press. The client called it 'HPE's most successful MWC to date', and Babel also received praise from HPE's CEO, Antonio Neri.

Babel's media relations expertise and strategic advice has helped HPE maximise its announcements and engage the media with a regular drumbeat of thought leadership. We highly value the agency's expertise.
Alastair McCormick, Head of Comms, EMEA, HPE
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ITRI · MWC Barcelona

Cracking into new markets and geographies

Positioning Taiwan's OpenRAN ecosystem as a credible and competitive force in the global telecoms landscape.

The brief

The Industrial Technology Research Institute (ITRI), a non-profit R&D organisation based in Taiwan, represents the interests of Taiwanese telecom companies, particularly those advancing the development of OpenRAN and private networks. ITRI turned to Babel to raise global awareness of its work and enhance the visibility of the companies it supports, especially at international events such as Mobile World Congress (MWC).

The insight

Taiwan is a hub of telecoms innovation, yet many of its companies lack the international visibility of their larger, global counterparts. As Taiwanese networking companies have developed increasingly advanced technologies and sought new global partnerships, Babel saw an opportunity to spotlight the Taiwanese ecosystem on the international stage and strengthen its perception as a key contributor to the future of telecoms infrastructure.

The solution

Babel used MWC as an opportunity to promote the Taiwanese companies on an international platform. This included refining ITRI's overarching messaging, publicising news from its partner companies, creating thought leadership, and securing a programme of media and analyst briefings designed to generate visibility for Taiwan's telecoms sector.

The impact

The campaign successfully boosted awareness of ITRI's mission while raising the profile of Taiwanese telecoms companies. With strategic influencer outreach and on-the-ground support, Babel helped position Taiwan's OpenRAN ecosystem as a credible and competitive force in the global telecoms landscape.

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TelcoDR · MWC Barcelona

From obscurity to telecoms industry fame

Babel improved TelcoDR's share of voice, ranking highly, with articles in three of the top five in Google search.

The brief

Cloud evangelist and former Optiva CEO Danielle Royston launched TelcoDR to push public cloud adoption in telecoms. But in the UK and US, both she and the brand were virtually unknown. Babel was brought in to raise Danielle's profile and position TelcoDR as the category-defining voice.

The insight

Danielle's strength lies in her unique personal story: a veteran turnaround CEO and cloud evangelist. We needed to fuse her professional achievement with TelcoDR's brand to create one unwavering, resonant leadership narrative, ensuring credibility and consistency across every channel.

The strategy

Babel delivered a full digital launch: content marketing, site overhaul, podcast, paid campaigns and long-form thought leadership. We ran a global media blitz, secured awards, hosted a virtual media event, and advised on TelcoDR's high-impact takeover of Ericsson's MWC booth. At the show, we secured a keynote and a packed press agenda.

The outcome

Within six months, Babel had developed TelcoDR's complete digital footprint and made it one of the most talked-about companies in the telecoms industry. With bold messaging and a unique viewpoint we secured 700+ pieces of coverage across the BBC, Reuters, Fast Company, Bloomberg and more. Danielle's views landed across all tier-one trade titles. At MWC Barcelona, TelcoDR's booth, Cloud City, was the most popular at the entire show, and TelcoDR now dominates search rankings for 'telecoms public cloud'.

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Meet the Telco team

The team who'll be in Barcelona with you

Telco specialists who know their Open RAN from their AI-RAN, and know which journalists want to hear about each.

Paul Campbell

Paul Campbell

Senior Director, Head of Telecoms

A Babel OG who leads our telecoms portfolio and writes our MWC playbook every year. Foodie, Chelsea fan and, when persuaded, piano man.

On MWC week

'...we'll have sore feet, tired eyes and a lingering tapas addiction (the price we pay for our sins).'

Read Paul's MWC 2026 audit
Ashwinder Bedi

Ashwinder Bedi

Senior Campaign Director

Joined Babel in 2021 and worked his first MWC in Barcelona that June.

On his first MWC

'The in-person briefings were back. The coordinating of cameras and production crews... The relationships, the drinks and the dinners.'

Read Ash's view from the Fira
India Lilley

India Lilley

Campaign Manager

Writes on data centres and infrastructure, and champions face-to-face relationships with the media.

On media relationships

'At Babel, we pick up the phone, we grab coffee, and we find out what's really on journalists' minds.'

Read India's blog
Eve Baird

Eve Baird

Senior Consultant

Joined Babel in 2024 and supported the Media Village at DTW Ignite 2026.

On working trade shows

'One of my favourite things about trade shows is getting the live reaction from attendees immediately, rather than waiting for the trickle-down of post-event coverage.'

Read Eve's DTW review
Book A Call With The Team
What our clients say

Trusted by telco marketers

Babel consistently delivers high-quality results quickly, showing impressive industry knowledge and attention to detail. It's a pleasure working with such a professional and reliable team.
James ManserExternal Communications Lead, Vodafone IoT
Babel's media relations expertise and strategic advice has helped HPE maximise its announcements and engage the media with a regular drumbeat of thought leadership. We highly value the agency's expertise.
Alastair McCormickHead of Comms, EMEA, HPE
The Babel team's proactivity is what stands them apart from other agencies, and we have had great success 'issues jumping' onto breaking stories to get our message out. I love their tenacity to increase our share of voice but also the use of data to make sure we target the publications that matter most.
Eugina JordanChief Marketing Officer, Telecom Infra Project
Babel's support in crafting compelling content and securing international media coverage has been instrumental in elevating our brand. Their work has significantly contributed to our goal of championing sustainability in the telecom sector.
Patrick Lloyd-BradleyFormer Group Chief Marketing Officer, TXO
Their work has meant that our missions and the humanitarian contexts in which we operate, have been shared to audiences across the globe. This reach that Babel has helped us gain will help us get more support and therefore support more people.
Monique Lanne-PetitDirector, Télécoms Sans Frontières
Babel at MWC

Twenty years of sore feet and full diaries

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MWC insights

The latest thinking from our telco team

Research · 30 March 2026

Why brave opinions won the media at MWC 2026

Paul Campbell Media relations · 11 February 2026

MWC 2026: tips from inside the press room

Paul Campbell Journalist Q&A · 9 February 2026

Q&A with Iain Morris of Light Reading: the news editor's view

Paul Campbell Journalist Q&A · 26 January 2026

The reporter's view: Saskia Koopman (City AM) on MWC 2026

Madeleine Cotterell Journalist Q&A · 19 January 2026

The editor's view: Keith Dyer (The Mobile Network) on MWC 2026

Paul Campbell Analyst relations · 8 December 2025

Why analyst relations needs to be part of your MWC plans

Paul Campbell
Two decades of MWC thinking MWC: The Babel Years (2017) Behind the numbers at MWC (2016) Babel PR's guide to MWC (2014)
FAQs

MWC planning, answered

When should we start planning for MWC 2027?

At the start of Q4. October to December is when you set objectives, define your Ideal MWC Profile, revisit your positioning and create a hero asset. Waiting until January leaves too little time, especially once December's downtime is taken into account.

When do analysts and journalists book MWC meetings?

Analysts from December and January, and some of our clients start securing analyst meetings in December. Most journalists start locking in meetings from mid-January, with some finalising their schedules a week or two before the show.

Do we need a big stand to get coverage at MWC?

No. The brands that win are not the ones with the biggest stand but the ones with the most thoughtful plan. Journalists prioritise spokespeople with a differentiated, pragmatic and sometimes challenging point of view over product news.

How many briefings can Babel manage at MWC?

We typically manage over 100 media and analyst briefings across our client portfolio at MWC, and have been sending a team to Barcelona for two decades.

Is MWC worth it if we are not exhibiting?

Yes. Media and analyst briefings, speaking opportunities, pre-show thought leadership and virtual briefings before or after the event can all build visibility without a stand.

How does AI search change MWC planning?

Buyers increasingly research through AI tools before speaking to sales: 32% of buyers who chose a new vendor discovered them this way. Consistent messaging across every touchpoint and credible third-party evidence make it more likely that AI tools retrieve and accurately describe your brand.

What should happen after MWC?

Follow up with every meeting and contact, run a targeted nurture campaign with the content created during the show, keep your MWC landing page live and keep publishing around the themes you have established.

MWC 2027 starts now

Let's make MWC 2027 your most memorable yet

Tell us where you are in your planning and we'll show you where the quick wins are. Thirty minutes, no hard sell.

  • A review of your MWC 2027 objectives and timeline
  • Where you can win media and analyst attention this year
  • Quick wins you can act on in Q4
Read: The MWC 2027 Blueprint

Prefer email? newbusiness@babelpr.com

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