by Monica Carvalho // March 7, 2018 // Blog

Mobile World Congress (MWC), the giant in global mobile tech exhibitions and conferences, completed another successful year last week after an intense 4 days of meetings, product launches, and nightly entertainment. This year saw a record number of delegates (110k) attending, spread across 8 halls and united by one MWC goal of creating a better future for mobile.

This year, Celtra hosted one of the main meeting spaces, located by the Ad Tech and Martech Hall, which became known as “The Celtra Garden”. Other 2018 garden hosts included Oath, EY and Ogury; the Celtra Garden stood in the walkway to the Hall entrance and using a signature colour scheme, floor to ceiling window graphics, a 3mx5m TV wall, the garden was a Celtra haven set up to enable productivity and facilitate meetings.

The Celtra Garden saw just over 10,000 delegates enjoy the space; even braving some challenging weather conditions to join the private Celtra drinks reception. Senior members of the Celtra team were also there to share the new 4M mantra (Make, Measure, Manage, Master), best-in-class creative examples, and Unilever case studies.

Indoors, Miha Mikek, CEO of Celtra, took to the IAB stage alongside Mattia Santin, Head of media marketing at Uber, to speak to a private brand-centric audience on “How Mastering Creative Helps Brands Balance Relevancy with Disruption in the 21st Century”, discussing how Uber approached performance marketing in EMEA and how Celtra works with Uber to improve efficiency and effectiveness.

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