Market expansion & diversification
BICS is a leader in wholesale carrier solutions, jointly owned by Belgacom, Swisscom and MTN. However perceptions of the company did not match its scale and scope. The company was undergoing a major transformation, expanding into new territories and diversifying into new markets, driven by the migration to all-IP networks to support data services. It needed a visibility program to reflect that growth.
A transparent, creative campaign to position BICS as an influential industry voice. Babel devised a programme of outreach that follows industry trends and promotes innovative thought from within the company. Key to this was raising the profile of the CEO and the business unit heads, particularly the leaders within the company that were reshaping the business and its portfolio of solutions to address the new digital landscape.
The ongoing campaign consists of a mixture of media relations, analyst relations, content development and brand consultancy. Apart from managing the external communications programme, Babel has been instrumental in the recent company re-brand, advising on the content and structure of the website and other customer-facing collateral. The content team regularly produce corporate blogs and whitepapers for BICS.
In addition to the ongoing thought leadership campaign, press office and analyst relations function, the Babel PR team has managed a corporate profiling campaign. This has involved raising the profile of the BICS CEO, Daniel Kurgan, with key influencers in the European media, across technology and business management titles.
The campaign has also supported BICS expansion into other markets, including the LATAM and MEA regions. The team coordinated with the Belgian Economic Trade Mission to Angola to publicise the first 4G video roaming call made in Africa, in the presence of HRH Princess Astrid, Princess of Belgium. The team assisted BICS expansion into LATAM with a media relations campaign, facilitating briefings with senior executives and English-language media covering the region.