Consejo nacional de la competitividad (CNC): Organizational strengthening and survival

The National Council for Promotion of Competitiveness (CNC), a government agency that seeks to promote public and private sector initiatives, was able to raise public awareness and secure future Peruvian government backing through an intense promotional campaign.

Campaign details

Advertiser: Consejo Nacional de la Competitividad (CNC)Brand: Consejo Nacional de la Competitividad (CNC)Agency: Burson-Marstellar

Consejo Nacional de la Competitividad Organizational Strengthening and Survival

Developed by Burson-Marsteller Peru for CONSEJO NACIONAL DE LA COMPETITIVIDAD (CNC) September 2016

Context/Challenges

  • The National Council for Promotion of Competitiveness (CNC, for its Spanish acronym) is a very low-profile government agency that seeks to coordinate public and private sector initiatives, in conjunction with international cooperation, to promote Peru's competitiveness.
    • A qualitative media audit to 12 top tier editors and journalists revealed lack of awareness of CNCs role, contributions and...

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