Content strategy for the startup event at MWC Barcelona

4YFN is GSMA's startup event at MWC Barcelona. It wanted to be known as the leading place for startups and corporates to do business. To get there it needed one content strategy that marketing, events and partnerships could all work from, and that explained fast-moving technology to a global audience.

We set new content pillars and a narrative framework built around the event's positioning. Startup stories went to the centre, backed by thought leadership, founder profiles and trend analysis.

We focused on standout startups in digital health, fintech and emerging tech, so the content worked for corporate partners, investors and founders alike.

The frameworks brought 4YFN's content in line with its event goals. Stronger thought leadership and regular trend coverage reinforced its role as the bridge between fast-growing startups and big corporates.