Mobile World Congress 2019

Employer: Glispa & Mobfox

Role: Senior Marketing & Global Events Manager

Duration: Jan 2018 – June 2019

Team: C-Suite · Global Sales Teams · Design (external vendor)

What I Led:
Booth Redesign & Production · Product Messaging · Event Training · Launch Strategy · Cross-Team Integration

Wins:
➤ Co-branded booth launched successfully just weeks after acquisition
➤ Clear and aligned product storytelling across two distinct brands
➤ ROI seen within one month of the event
➤ Unified team culture across two previously separate companies

Why It Matters:
This wasn’t just a conference activation, it was a real-time brand integration under pressure. MWC 2019 showed my ability to navigate acquisitions, align teams fast, and deliver impact when everything’s in flux.


What happens when your company acquires a major competitor… one month before one of the largest global conferences of the year?

You move fast!

That’s exactly what happened when Glispa acquired Mobfox in early 2019. With MWC Barcelona around the corner, we didn’t just need to announce the news ,we needed to show up in lockstep, on-message, and ready to present a united front.

The twist? We had just three days to redesign the booth. We had no in-house designer, and the two brands had completely different aesthetics: Glispa was bright and playful (black, yellow, white), and Mobfox was dark and sleek (black, blue, silver). And we still had to finalize product messaging for both.

I was tasked with:

  • Merging two brand identities into one seamless booth experience

  • Launching the acquisition with strong, clear product storytelling

  • Training both teams to speak confidently and cohesively

  • Managing logistics and morale under immense time pressure

We had to act fast. As a marketing team, we rallied together to the get USP’s boiled down for the product walls and I worked closely with our vendor to edit the design in a way that would still tell the story of both companies.

We decided to make the space neutral in as many ways as possible and to then create specific walls/areas for each company, where the pops of color and product descriptions were displayed. This gave us a seamless way to introduce the acquisition while also solving the problem of our drastically different brand colors.

One of the most important tasks prior to a conference is ensuring the team in attendance has a united front. If the messaging is not consistent across all teams, you run the risk of looking unorganised and/or without clear direction. I held MWC training sessions leading up the conference to ensure colleagues build rapport. We also started the week with a team dinner and cooking class, giving everyone an opportunity to let loose and bond before the intense week.

RESULTS

  • Flawless launch of the co-branded booth, despite tight timelines and design complexity

  • Strong ROI seen within one month, attributed to deals initiated and relationships strengthened at MWC

  • Unified messaging and team performance across two companies, a rare win so early post-acquisition

  • Positive press and partner feedback, with the booth noted for its thoughtful layout and design

  • Internal cultural win: set the tone for future collaboration and full Mobfox integration

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Mobile World Congress 2018

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An Evening at Studio 54