Between 2017 and 2020, we led the strategic communications for MSC in Chile, the world’s second-largest shipping company and the country’s top container carrier. Despite its key role in foreign trade, the company had little local visibility, posing a reputational risk in an increasingly exposed environment. We addressed this challenge by highlighting its impact on key sectors and managing critical issues such as infrastructure gaps and crises related to the illicit use of containers for drug trafficking, which affected the public perception of the entire industry.
Our advisory work developed progressively, starting with the definition of a communication strategy, the creation of a corporate narrative aligned with MSC’s global identity, and the preparation of its spokespeople for high-exposure scenarios.
The initial goal was to strengthen the company’s positioning in Chile, reflecting its actual relevance in foreign trade. From there, we expanded the approach to address structural challenges in the industry and anticipate or manage critical situations with potential reputational impact.
During our advisory period, MSC celebrated 25 years in Chile, reaffirming its commitment to the country and announcing an ambitious expansion: enhanced logistics services, intermodal solutions, and the introduction of its cruise business to the local market.
Through strategic communication, we positioned MSC as a forward-looking player, helping elevate the national conversation around infrastructure and foreign trade. We strengthened its institutional legitimacy, managed high-impact media crises, and built a solid narrative aligned with the Aponte Group’s values and global leadership in maritime transport.
We successfully positioned MSC in a landscape where it previously had virtually no media presence.
During our advisory period, MSC celebrated 25 years in Chile — a key milestone that became central to its positioning strategy.
