Análisis de la estrategia gráfica experiencial e interactiva para la campaña de practicantes PHBE en la compañía Burson Cohn and Wolfe (BCW)

Abstract

The present degree project was consolidated during the development of the internship process in the company Burson Cohn and Wolfe (from BCW time) during the second half of the year studied (2022-2). This company focuses on consulting, is part of the communications and public relations sector. At BCW there is a specific space for the creative area that is responsible for making graphic pieces for the different clients that are part of its portfolio, taking into account their requirements. It should be noted that this sector of the company has a determining role for the positioning of the company and reputation in the market, because they have materials or graphic inputs that allow them to be vehicles of communication of the brand in their business environment. However, this report will take into account one of the most important processes of building young talent in the organization, this is the Harold Burson Program of Business Practice (from now on PHBE). This initiative was born more than 30 years ago at the headquarters of BCW in New York and consists of finding university students at the national level to develop their potential in the organization during their internship phase and then be part of the team specialized work. Currently this call is directed by the marketing area with the support of the graphic design area, This union has the objective of creating a communication strategy that includes strong graphic pieces that invite and motivate applicants to participate in the call.