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.