The 5G Automotive Association (5GAA) was set-up in 2016 as a cross-industry technology platform to foster the go-to-market strategy of connected driving solutions based on cellular technologies. Today, it brings together more than 130 companies from the automotive, technology, and telecommunications industries. This global cross-industry coalition is developing the end-to-end solutions that will shape future mobility and autonomous driving. 5GAA is fully managed by MCI-logos.

challenge

Shortly after the incorporation of 5GAA, its founding members – Audi, BMW, Daimler, Ericsson, Huawei, Nokia, Intel, Qualcomm – called upon MCI-logos to provide an integrated approach to grow the association and establish it as the industry’s leading voice around 5G and connected mobility issues.

The main purpose of the 5GAA was to accelerate the go-to-market strategy of cellular-vehicle-to-everything (C-V2X) technology by addressing technical roadblocks (e.g. via industry specifications and standards), proving its maturity and building a credible positioning.

5GAA had to build consensus around complex issues between competitors with different industry backgrounds. The challenge was to quickly gain the recognition 5GAA needed at a technical level before the industry and at the political level before public authorities.

solutions

To develop and deliver on the vision of 5GAA founding members, MCI-logos deployed a global team of experts, coordinated jointly by the Brussels and Berlin offices.

Working against the clock, MCI-logos delivered upon the agreed milestones in record time. In less than three months, MCI-logos worked closely with the board and executive committee to structure the association’s operations, financial procedures and day-to-day processes. Within a year, MCI-logos helped 5GAA gain traction among the industry to expand the breadth and representativeness of this leading industry association.

That was an essential preliminary step to then effectively serve 5GAA members. To advance the technical agenda of the association, MCI-logos supported the kick-start seven working groups, each with a dedicated focus (from use cases to business models for connected mobility solutions).

To implement its global and regional political agenda, 5GAA could rely on MCI-logos expertise in advocacy and communication. Jointly, we co-developed a multi-dimensional outreach strategy. From 2017 to 2019, MCI-logos designed and implemented a very successful advocacy and communication campaign to support 5GAA objectives in Europe.

Today, MCI-logos continues to advise and support the association’s leadership and day-to-day operations.

results

• 15+ branded events: live demonstrations, workshops and press conferences
• From 8 to more than 130 member companies
• 7 working groups facilitating the collaboration of 300+ technical experts
• 15+ partnerships with leading regional & global industry organisations

services

association management, advocacy & intelligence, communication, digital engagement, media relations, industry & policy events