All About Mobile World Congress (MWC): The Future of Mobile Technology

What is MWC Barcelona?

MWC Barcelona (Mobile World Congress) is the world’s largest mobile device exhibition, held annually in February or March and organized by the GSM Association (GSMA). Known as the premier gathering for the global mobile industry, it brings together mobile technology professionals, innovators, and enthusiasts from across the world. Initially held in Cannes, France, until the mid-2000s, the event has been hosted in Barcelona, Spain, ever since.

Where is MWC Barcelona?

• Location: Barcelona, Fira Gran Via, Barcelona, Spain

When is MWC 2025?

• Dates: March 3-6, 2025.

The Evolution of MWC

In 2016, the GSMA partnered with CTIA to create MWC Americas, aligning the event with the broader MWC brand. The first MWC Americas took place in San Francisco in 2017, showcasing innovations from the mobile, tech, and communications industries. The event later moved to Los Angeles in 2018, where it expanded both in scale and influence.

By 2022, the exhibition was officially rebranded as MWC Las Vegas to reflect its permanent new home in Nevada. This evolution represents GSMA’s commitment to fostering innovation and connectivity within the North American market while maintaining the global prestige associated with the MWC brand.

MWC 2024 Highlights

MWC 2024 attracted 101,000 attendees from 205 countries, along with over 2,700 exhibitors, sponsors, and partners. The event highlighted cutting-edge advancements in mobile technology, establishing itself as a premier platform for global industry networking and innovation.

At MWC 2024, Samsung unveiled its latest innovation in wearable technology—the Galaxy Ring. Designed for comfortable wear, even during sleep, its inner surface wraps around the finger to enable precise health data monitoring. This innovation has drawn attention for its potential to expand the wearable market, particularly in health monitoring technology.

MWC 2024 Trends and Focus

Sustainability in technology emerged as a key theme, spotlighting eco-friendly practices and innovative solutions reshaping the mobile industry. The event also featured AI-driven mobile experiences, demonstrating how artificial intelligence is revolutionizing device interactions with unprecedented personalization and efficiency. Additionally, cybersecurity gained significant attention, reflecting the critical need for secure and resilient systems in today’s interconnected digital ecosystem.

MWC Agency

At MWC 2018, Eidetic Marketing successfully executed Samsung Device Solutions’ (DS) booth—a 468m² showcase divided into four distinct zones for Memory, System LSI, SEMCO, and SDE divisions. The booth highlighted Samsung DS’s innovative solutions while maintaining a cohesive brand image, offering private meeting rooms for business networking. Delivering seamless execution from design and fabrication to on-site management, Eidetic Marketing demonstrated its expertise in consumer electronics, mobile technology, and advanced innovations.

What sets us apart as an agency is our ability to combine a deep understanding of high-tech industries with flawless operational precision. IT and electronics exhibitions like MWC demand not only creative booth design but also logistical mastery to handle the unique challenges of showcasing advanced technology on a global stage. Eidetic Marketing excels in these areas, providing tailored solutions that elevate brand experiences and create meaningful connections with audiences. Choosing a partner with our level of expertise ensures your presence at events like MWC will not just meet expectations but exceed them, leaving a lasting impact on your audience and industry.

The Best Global Experiential Marketing Agencies in America

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In recent years, the experiential marketing industry has seen substantial growth, especially as the world recovers from the impact of COVID-19. The pandemic brought significant challenges to global experiential marketing agencies, with the demand for offline events plummeting. However, as live experiences and exhibitions regain momentum, the market size for events is expanding rapidly, and agencies are once again thriving.

With this resurgence in mind, we’ve conducted a detailed analysis of five leading global experiential marketing agencies. Using our creative framework, we explore what sets each agency apart in this evolving market. Our goal is to provide insight into their unique approaches and what makes them successful in a post-COVID landscape.

How We Analyze

We conducted an in-depth analysis of five global experiential marketing agencies: GPJ, Jack Morton, Czarnowski, Sparks, and Eidetic Marketing. Each agency’s tone and style were assessed using the following methods:

1. Website Investigation – We reviewed their online presence, focusing on messaging.
2. Keyword Gathering – By collecting frequently mentioned words, themes, and specific language habits within each website, we identified distinctive traits that reveal the agency’s unique character.
3. Character Analysis – Here, we examined the brand personality conveyed through these distinctive traits, analyzing the overall impression each agency projects.
4. Jungian Archetype Identification – Finally, we assigned each agency a Jungian archetype to uncover deeper identity cues. Developed by psychologist Carl Jung, archetypes are roles or personalities that people recognize subconsciously. Similar to how we intuitively identify a “hero” or a “comic relief” character in movies or books, archetypes are universally recognizable roles that Jung categorized into 12 types. This step helped us capture the implicit roles and strengths each agency embodies.

GPJ(George P. Johnson)

• History

Founded in 1914, GPJ is one of the pioneers of experiential marketing, originating as a custom flag-making company before expanding into large-scale event marketing. Over the years, GPJ has grown to serve various global industries, including technology, automotive, and finance.

• Main Clients

IBM, Nissan, DP World, Honda

• Analysis

GPJ’s language emphasizes a deep understanding of complex issues, often using terms like “actionable,” which conveys a sense of authority and problem-solving capability. The central theme in much of their content is centered on learning, acquiring deep insights, and seeing beyond the immediate to grasp the bigger picture. This suggests they aim to position themselves as not only skilled executors but also as thought leaders with a level of wisdom that distinguishes them from competitors.

• Habit Words

“Learn” ∙ “Think” ∙ “Understand” ∙ “Deep” ∙ “Experience”

• Jungian Archetype Identification

Sage Archetype – GPJ embodies the Sage archetype, reflecting their reputation for expertise and thought leadership. Their language and positioning imply that they offer not only services but also valuable insights, suggesting that there is much to be learned from their approach.

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Czarnowski

• History 

Founded in 1947, Czarnowski is a well-established exhibit and event marketing agency. Initially rooted in creating impactful trade show exhibits, Czarnowski has expanded to deliver comprehensive experiential marketing services, combining strategy, creativity, and production. They are known for working with some of the world’s most forward-thinking brands, with a strong focus on engineering and precision in their designs​.

• Main Clients

Mercedes-Benz, LG, Toyota

• Analysis

Czarnowski’s communication style is marked by bold, concise statements that project confidence and authority. Their tone often shifts from suggestive to commanding, reinforcing their position as experts in the field. A preference for numbers and exact language demonstrates a commitment to precision, while terms like “excellence” convey an image of sophistication and high standards.

• Habit Words

“Excellence” ∙ “Best” ∙ “Family”

• Jungian Archetype Identification

Ruler Archetype – Czarnowski aligns with the Ruler archetype, suggesting a company that values precision, high standards, and control over its brand reputation. This archetype reflects their commitment to delivering reliable, high-quality service that upholds their longstanding reputation.

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Jack Morton

• History

Founded in 1939, Jack Morton is a global brand experience agency that has been a pioneer in experiential marketing for over 80 years. Headquartered in New York and part of the Interpublic Group, Jack Morton has continually evolved, focusing on creating immersive, impactful brand experiences. It was recently named Adweek’s 2023 Experiential Agency of the Year for its innovative approach to brand activations​.

• Main Clients

Meta, TikTok, Cadillac

• Analysis

Jack Morton’s communication style is high-energy, often emphasizing words like “extraordinary” and using action-driven language that conveys movement and impact. Their tone suggests motivation, discipline, and hard work, effectively mirroring the energy of clients in dynamic sectors such as sports and entertainment.

• Habit Words

“Inspire” ∙ “Impact” ∙ “Drive” ∙ “Deliver”

• Jungian Archetype Identification

Hero Archetype – Jack Morton embodies the Hero archetype, displaying a high-energy approach focused on inspiring and engaging audiences. Their brand persona suggests a company skilled at creating impactful experiences that captivate and energize crowds, making them ideal for clients seeking to make a powerful impression.

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Sparks

• History 

Sparks, founded in 1919 and headquartered in Philadelphia, has a long history in creating immersive brand experiences. Known for its expertise in exhibits and brand activations, Sparks recently joined Freeman in 2023, further strengthening its presence in corporate events and experiential marketing.

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• Main Clients 

Google, Netflix, Salesforce

• Analysis

Sparks’ communication style emphasizes emotional language and vivid descriptions, focusing heavily on creating meaningful connections and memorable experiences. Their tone often prioritizes people-centric language, highlighting the importance of bringing people together for shared experiences. This approach suggests a deeper understanding of human connection that goes beyond simple event execution.

• Habit Words

“Meaningful” ∙ “Beautiful” ∙ “Together”

• Jungian Archetype Identification

Lover Archetype Sparks embodies the Lover archetype, demonstrating high emotional intelligence and a commitment to fostering meaningful experiences. This archetype reflects a brand that values relationships and aims to connect with audiences on a deep, emotional level, making their events resonate personally.

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Eidetic Marketing

• History 

Established in 2011 in California, Eidetic Marketing has become a notable player in the experiential marketing industry. The agency focuses on creativity and innovation, crafting culturally resonant brand experiences. Recently, they showcased their expertise as the master agency for Midea at IFA Berlin, managing a major global exhibition.

• Main Clients 

EA Sports, Samsung, Webzen, Tencent

• Our Analysis

Eidetic Marketing’s messaging centers on enlightenment, showcasing creative solutions that reveal new possibilities and inspire audiences. Their content emphasizes the power of transformation, using language that both captivates and informs. This positions Eidetic as more than just a service provider—they are creators of experiences that encourage people to see beyond the ordinary. By focusing on “enlightening,” they engage clients and audiences alike, turning each project into a moment that leaves a lasting impact and builds strong loyalty.

• Habit Words

“Enlighten” ∙ “Illuminate” ∙ “Discovery”

• Jungian Archetype Identification

Magician Archetype 

Magician brands want to make dreams come to life and create something special and informative. They want to bring the future to the present. The goal of this type is to help people transform their world, improving one’s life and making things exciting.

When it comes to the way customers feel, they tend to be mesmerized by the possibilities and promise that the brand has to offer. The Magician offers a story for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more. They have a sense of urgency to be a part of the “magic”.

Moments that Matter: The Power of Experiential Marketing

As we delved into the tone, style, and unique characteristics of these five leading experiential marketing agencies, a few key insights emerged. Each agency leverages its distinct strengths to forge deep, lasting connections with audiences. These companies remind us that experiential marketing is about more than just an event; it’s about crafting moments that resonate, inspire, and empower.

As the world evolves, brand loyalty increasingly depends on authentic, memorable experiences. Keeping this in mind, these agencies are leading the way forward. They reveal what’s possible when creativity and strategic insight unite. By understanding these archetypes and brand personas, we hope to bring deeper insights into how meaningful connections are made and ultimately inspire our own journey in the experiential space.