Weber Shandwick México 2020

アブストラクト

March 2020 was a decisive moment for Weber Shandwick Mexico. The local office of the leading communications and Public Relations (PR) firm had a dreamlike performance for its first 4 years. A double-digit net revenue growth, national and international recognition, and an office that went from 5 to 60+ employees. This was achieved thanks to the General Manager, Amanda Berenstein, whose leadership style helped the firm thrive in a saturated market. One that had a declining interest for PR, and a crippled media landscape with years of financial issues. But on the eve of Weber Shandwick Mexico’s 5th anniversary, the horizon had become grim. Mexico’s new government policies had generated economic uncertainty, and local and international investors were thinking twice before investing inside the country. COVID-19 had hit the already delicate healthcare system and economy really hard, with a forecasted 6-8% contraction of the GDP by Bank of America. Furthermore, the most important companies in the country, a lot of them part of the client portfolio of the agency, had problems to make ends meet, let alone pay for a consulting service. Adding to this, Weber Shandwick Mexico lost two key clients: ABInBev and Huawei, in 2019. Will the leadership approach by Amanda be effective for the Mexican office? Would the success story survive a pandemic, a change in the political and economic paradigm, a media environment in a never before seen crisis, and turmoil inside the office? As the last day before the whole country goes into COVID-19 lockdown approached, Amanda sat down and built a strategy that would help the office sail through a very complicated storm.

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