ANNUAL REPORT 2021 ANNUAL REPORT 2021

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EFEComunica

EFEComunica

1Sales and marketing management

EFEcomunica is consolidated: The new EFE brand for communication services for companies and institutions.

EFEComunica is a service dedicated to communication projects, generation and dissemination of content and organization of events for institutions and companies.

Generation and dissemination of content

  • Separation of news content from sponsored content.
  • Own distribution channel.
  • Consolidation of the EFEComunica website.
  • Social Media strategy with more audiovisual content.
  • New formats and new services.

Events

  • Production of events in any format.
  • Greater internal and external coordination.
  • Functional improvements to EFE's television studio.
  • Portfolio of spaces for holding events with different characteristics.

Impacts tracking

  • New format for media "clipping" reports.
  • Tracking of impacts on social media.
  • Extend the impact tracking offer among clients of content generation and dissemination services.
  • More than 300 clients worldwide.
  • More than 600 content generation and dissemination actions.
  • More than 800 business communications disseminated.
  • The EFEComunica website: More than 130.000 users and more than 150.000 sessions.

INCOME IN 2021: 3.6 MILLION EUROS (20% MORE THAN IN 2020)

Sales renewal in America: New business directors

Restructuring of the sales and marketing department

  • Reorganization of the sales team in Spain, reassignment of portfolios and specialization of profiles. Creation of two large teams:
    • Companies and Institutions.
    • Media, publishers, production companies and individual sales.
  • Resizing of the Marketing area: New managers and globalization of its units.
  • Unification of procedures, manuals, presentations, dossiers, etc.
  • Improved internal coordination: Synergies with the Information areas to identify business opportunities.

SUCCESS STORIES CYCLE OF FORUMS "European funds: The keys to recovery" EFE-KPMG

  • First level institutional and business representation: President of the Government, six ministers, one regional premier and representatives from the main Spanish companies.
  • Huge media impact of the eight forums: nearly 3.000 publications in the press, television, radio and social networks.
  • Positioning as the main space for debate on the Next Generation Funds.

IBERO-AMERICAN CINEMA PLATINUM AWARDS (EGEDA)

  • Consolidated contract for the generation and dissemination of content.
  • Coverage of interviews and prior events.
  • Wide media impact.
  • International projection, especially in Latin America and US Hispanic media.

SUCCESS STORIES SPORTS BUSINESS DAY (LaLiga)

  • Event that brings together top-level figures from the sports business.
  • Huge media impact in the 3 forums held: more than 1.500 publications in the press, television, radio and social networks.

SUCCESS STORIES CIRCULAR ECONOMY AWARDS (BASF)

  • Agreement for the periodic publication of content and coverage as a media partner of the Circular Economy Awards.
  • Positioning of the brand on issues related to sustainability, thanks to the agreement with EFE.

SUCCESS STORIES GLOBAL MOBILITY CALL (Ifema)

  • Global agreement that brings together various services: national and international coverage, virtual press room, establishment of an informative guide.
  • Positioning as a media partner of the main sustainable mobility event in Spain.

2Technology and Systems Department

A new phase in EFE Corporate Communications

In 2021, EFE awarded contracts for the updating and transformation of its corporate communications. Unlike the previous contract, this tender was divided into nine lots to encourage the concurrence of offers and minimize risks.

Advancement and transformation of communications

  • New communication network technologies (SD-WAN).
  • Improvement of bandwidth at the bureaus.
  • Security and redundancy for new production scenarios.
  • Video broadcasting (IP streaming): Breaking geographical barriers, new business opportunities.
  • Content distribution services (CDN) and balancers. Performance, business continuity and security.

Telephone transformation

  • Comprehensive corporate mobility: one terminal per person nationwide with a voice and data line.
  • Renewal and upgrading of mobile phones.
  • Corporate directory on mobile phones.
  • Pay per use in roaming.
  • Virtual switchboard.
  • Guarantee of being able to meet an exponential increase in data use.

Renewal of computer equipment: EFE's new workspace

Agencia EFE undertook an investment of more than 780.000 euros in 2021 to renew the company's computer equipment and advance in the definition of a new concept of workspace to respond to the mobility and teleworking scenarios that were promoted during the pandemic.

  • Deployment of more than 500 laptops and peripheral elements at the headquarters and Spanish bureaus.
  • Installation of 871 dock stations: desktops disappear.
  • Double monitors at all work stations at EFE headquarters and bureaus.

3Innovation and new products

Innovation for finding new opportunities

In 2021, Agencia EFE incorporated the figure of innovation and new products coordinator into the Strategy Department. Its functions: identify new trends and information products that generate business, serve as a link between the News and Business areas, and coordinate the development of innovative and strategic projects.

    Lines of work

  • Launching of the first EFE newsletters.
  • Design of business projects with platforms and social networks.
  • Podcast, the new EFE audio format: Parallel News, GMT, Let’s go for the title, Lo Nacional, etc.
  • Strategy Design for NFT.
  • Project support and tools for EFEVerifica.
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