Telefonica hands Albion Drive brief for start-up accelerator Wayra

Telefonica has called in agency help to drive awareness of its global start-up accelerator Wayra among the European tech community.

Wayra: London office space
Wayra: London office space

Albion Drive has been charged with promoting the two-year-old programme, which offers funding, office space and mentoring to start-ups, in the tech world and to drive applications.

It is the first time the telecoms giant has retained an agency to promote Wayra, with comms largely having been handled in-house by Wayra’s European operations team.

Albion picked up the brief on the back of a project earlier this year promoting the Wayra academy in Prague, which included a ten-day event tour in nine cities throughout central and Eastern Europe.

The brief covers raising the profile of Wayra’s social enterprise accelerator programme, Wayra UnLtd, promoting Wayra Week in the UK and driving the start-up communities around its academies in Munich and Prague.

Albion will also promote Wayra’s involvement with Campus Party London, one of the world’s largest technology festivals involving developers, hackers, start-ups and gamers to be held at London’s O2 arena in September.

Wayra European director of comms Ann Parker said the agency would be key in achieving ambitions of creating Silicon Valleys across the globe.

‘We wanted to work with an agency that understood start-ups from the ground upwards, that had genuine credibility in the space and that we could work with across multiple markets,’ she added.

Albion Drive director and founder Bryce Keane said: ‘Wayra has existed globally for two years and is already the world’s largest start-up accelerator programme by physical presence, with 13 Wayra Academies in 12 countries around the world.

‘We are thrilled to be working with the European arm of one of the world’s leading accelerator programmes, and to have the opportunity to help start-ups across Europe reach their next stage of rapid business growth and success.’

First set up by Telefonica in Latin America in 2011, Wayra has supported 265 start-ups, in sectors such as finance, e-commerce, education and big data, with plans to help 350 by 2015.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.