Prior to its acquisition by Nokia in June 2017, Comptel had a 30-year legacy supporting the business and IT operations of telecommunications operators. In 2015, the company wanted to reposition itself as a forward-thinking, innovative and inspirational company. They tasked March with bringing its new galvanizing theme – “Nexterday” – to life, in a three-year integrated campaign to drive Comptel’s thought leadership, gain industry prominence and create a competitive advantage.
March mixed ongoing influencer relations, support for three annual Helsinki-based industry events (called “Nexterday North”) and lots of content, centered around three annual 150-page printed books. Add to that an independent research project, regular thought leadership blogging, and a tier-one media program to connect them with their priority publications, and the result was an increased profile and boosted perception of Comptel as an innovative and disruptive voice in telco. The industry – including Nokia – took notice.