PROJECT
Marketing productivity at enterprise scale
THE CHALLENGE
Movistar operates a large and complex marketing organization of 200+ people working across multiple teams, disciplines and agencies, where growing content demand, fragmented workflows and manual processes made it increasingly difficult to improve productivity while maintaining brand consistency and coordination at scale.
The solution
Maia was conceived as a marketing operating system rather than a standalone tool, embedding brand knowledge, tone of voice and guardrails directly into everyday workflows and supporting teams across research, briefing, content creation, adaptation and delivery, alongside a new operating model and a structured adoption approach.
The result
Maia enabled marketing teams to work in a more structured, consistent and scalable way, integrating AI into real daily workflows, reducing operational friction and laying the foundation for a coordinated marketing operation ready to scale across the organization.
Related works
