Each year, the Mobile World Congress (MWC) brings together world-leading companies and trailblazer brands to discuss all things connectivity. This year, to engage with the latest technologies and enhance their industry expertise, Shane Coughlan and Victoria Velky - Managing Director and Head of Planning - flew to Barcelona to attend the conference.

Keen to share their experience and inspire us all, the pair sat down to discuss MWC22.

What were your motivations for attending MWC22?

S: As we work on complex, technology-heavy briefs, having the opportunity to physically interact and speak with the people at the heart of the industry was so valuable. It’s sometimes difficult to fully understand things through reading or watching, so being able to immerse ourselves in the world of connectivity was brilliant. You absorb information and naturally find yourself sharing the things you’ve learnt with everyone in the office - these experiences are invaluable. 

V: Attending events like this means we can speak to clients with confidence, having seen the technology in action; and ultimately, they help us to be experts in the industry.

What are your key takeaways from the event?

V: Sustainability. Which has been a key topic in the industry for some time, but it was apparent to see how the mobile communications sector is really leading the way in terms of how they’re thinking and actualising sustainability goals.

And health. The event highlighted the huge role that connectivity is playing in shaping the world’s view of how we take care of ourselves and others - a fundamental shift in how we view health is being pushed by the industry.

And finally, hard to reach places. Connectivity now reaches all corners of the earth, and most of the barriers from previous years are being overcome by recent advancements.

S: I took away that the MWC is an epic event that has developed considerably in the last few years - from mobile phones and geeky technology, to now touching every aspect of society. From people at home and the Metaverse, to education, to healthcare, to wearable devices, to electric cars… This event isn’t just for technology enthusiasts, it applies to every brand that we work with.

And secondly, the passion that shone through from the people, brands and governments in attendance - they all believe they can make a change for the better, and they are all striving to improve people’s lives. There’s a huge, collective focus on how technology can be used to benefit society.

Were there any brands that particularly stood out to you? If so, what was it about them that stood out to you?

S: Capgemini and their driverless cars were cool, because you don’t think about Capgemini doing that kind of thing. Also, Ericson were showcasing demos of how 5G was transforming lives and that was fascinating. 

Listening to the CEO of Verizon, who was talking about how the NFL is changing player management through the ‘connected player’ - which relies on connectivity to monitor everything, from the impact speed and shake of the brain during tackles to players’ blood levels, and make informed decisions based on that. That was really interesting given that concussions and brain injuries are a massive concern in the sport.

V: There was one hall that was dedicated to start ups and small businesses, and the atmosphere there was amazing. I saw a couple talks from brands that are doing things that could change the world - and, like Shane said, they completely believe in themselves. 

S: Yes! The 4YFN area showcased brands that will be changing the world in the future. And there was a really good vibe in that area.

Are there any emerging technologies you see as game-changers for society?

V: There was a lot of talk about 5G, but the narrative has shifted from ‘it’s really fast, you can do lots of big data stuff on it’, to ‘5G is actually one of the most sustainable ways we can connect with each other’ because it uses a lot less power than 3G and 4G. I had never heard that before, but then I heard it numerous times when I was there - that really stood out to me.

And there was a lot of Internet of Things talk, but it felt a lot more tangible - less like ‘tomorrow’s world’ and more like ‘the world of today’.

How do you think the trip will impact the way you approach work moving forward?

V: I think it gives me a better insight into not just what’s happening now, but what’s coming; and that helps us to shape our briefs. I think it puts things into context, as we try to understand our clients’ worlds - to see our clients in the context of the whole industry, in the same place and talking together about connectivity. 

I think that the whole partnership element will influence our briefs moving forward. As it feels like this is an industry that’s moving towards a partnership model, rather than big standalone brands doing stuff on their own, and that will influence our thinking.

S: I’d agree. The only thing I’d add to that is when you’re working in technology it’s sometimes difficult to find a purpose - though it is clear that all these brands are working together with a common purpose, to leverage connectivity to improve lives. So internally, we should take pride in that.

Will you be attending again next year?

V: I would absolutely love to attend, if not next year then another year in the future, to see the difference - to see how some of the conversations started this year develop.