Company: Zimat Consultores, Mexico City, Mexico
Company Description: Zimat Consultores is Mexico’s leading communications consulting firm. I Since 1984, our story has been one of success and leadership. We offer our clients a strategic communications vision and creative solutions through our very own methodology, Comunicación Total®. We are a team of more than 150 in different fields of communications.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Consumer PR for an Existing Service
 Nomination Title: Amafore’s First Digital Encounter: An Ideas Lab for the Future
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Amafore is the National Pension Funds Association representing all 9 pension funds in Mexico. Together, they manage over 70 million retirement savings accounts and a total of 7 billion Mexican pesos.
In 2020, the Federal Government presented an initiative to Congress that threatened to end the current Retirement Fund System which not only guarantees individual property of the assets of each worker but has proven an efficient savings mechanism.
Amafore worked very closely with the private sector and members of the Congress to create awareness of the system’s strengths, and as a result, the discussion concluded in a reform that strengthens the actual system and benefits the worker’s savings conditions, which is the association’s ultimate purpose. The implementation of the reform still poses challenges as secondary laws are defined.
It was imperative to create a platform with powerful reach to reinforce the retirement fund’s purpose to guarantee the best possible retirement for Mexican workers and, most importantly, their commitment to continue to improve financial services including new schemes that respond to evolving working models and guarantee gender equality. To position retirement funds as a committed industry to quality, innovation, and the wellbeing of their customers.
The COVID emergency prohibited the annual Amafore Convention, that brings together over thirty thousand people.
Therefore, the traditional Retirement Funds Convention became Amafore’s First Digital Encounter: An Ideas Lab for the Future, representing Pension Funds as an innovative and future focused industry. After all, retirement savings is all about creating and shaping your future.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
Zimat had the challenge of conceiving, designing, promoting, and producing the event in only 3 months. The first step was to create the general concept: “Ideas Lab for the Future” and its graphic identity.
Then we focused on the event program, which had a duration of over 15 hours divided into 2 days. The program boarded the main trends that impact people’s retirement such as digital economy, health and longevity, asset management, climate change, ESG evolution and many others.
An ambitious and attractive program was put together in record time:
Digital format allowed us to include experts from New York, Mexico, Germany, London, Miami, and many other places. We managed to close a talk with Christopher Pissarides and Paul Romer, both Nobel Prize winners in Economics, as well as other renowned personalities, and a panel hosted by young climate activists and moderated by the president of Amafore.
Zimat developed the script for Natalia Téllez, a recognized actress and television host; and Christian Martinoli, one of the most charismatic sports casters in Mexico, who conducted the event.
The production involved a team led by Zimat's event production director and the participation of digital editors, cameramen, sound engineers, lighting technicians, production staff and many other experts who made this event possible. To avoid errors or flaws in the transmission, 65% of the event was pre-produced, which meant that many participants recorded their intervention before the event. This allowed the team to edit and play snippets of the event.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 127 words used.
The event lasted more than 15 hours, during all this time there were no technical malfunctions. The virtual event had over 40 thousand assistants from countries all around the world: Mexico, United States, France, United Kingdom, Germany, Brazil, Colombia, Venezuela, Russia, and more. Over 30 speakers that included Paul Romer, Christopher Pissarides, both Nobel Prize winners, Peter Diamandis, futurologist and founder of Singularity University: Sebastien Page, Sebastian Schiele, Theodore Dimig, and many more. Media coverage resulted in over 150 media pieces including 24 print pieces, 5 television pieces, and 7 radio pieces. The Mexican Pension Funds Systems was positioned as a future driven and professional industry that uses technology and knowledge to analyze and tackle the challenges and opportunities faced by workers to build a better retirement.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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