Most brands launch in one market at a time. Maxcom didn’t have that luxury — and EDC rose to the challenge of managing a simultaneous brand launch in Portugal and Spain from a single, integrated team.
The brief was ambitious from the start: build brand recognition for Maxcom across two distinct markets, two languages, and two media landscapes, while maintaining a coherent brand narrative. EDC’s response was a true 360-degree strategy — press relations, social media, review management, design, and media relations, all coordinated centrally and adapted for each market. No duplication of agencies, no inconsistency of message, no loss of speed.
The Portuguese results were immediate and striking. In the first three months alone, EDC secured 42 published news items — an average of 14 per month. By year two, Maxcom had achieved 10 television appearances and 118 additional online and print publications, sustaining a media cadence of 13 articles per month on average.
The coverage spanned technology, lifestyle, sport and broadcast — including TVI and CNN Portugal — building brand notoriety with a direct and measurable impact on retail performance and brand perception. It is a case study in what integrated, cross-border communications management can achieve when one team holds the full picture.