Marketing &
Join international delegates for an in-depth view of the manufacturing advances in wire and cable research, operations, and production presented by field experts. Ferrous and nonferrous topics, tabletop exhibits, and a gala dinner round out this one-day conference.
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No matter a company’s size, the message it sends matters
Prysmian may need no introduction, but when it comes to the company’s marketing focus, it believes that promoting efforts should also include the people who make its success possible. Below, Anna Wright, vice president of marketing & communications, Prysmian North America, shares her thoughts, including one of her favorite such initiatives.
WJI: Does Prysmian have marketing/social media down to an art, or does it continue to evolve?
Wright: I believe if you’re not evolving, you will fall behind in most things, and this is especially true in digital marketing and social media. Traditionally, the challenge for corporate marketing is to leverage social media platforms and remain true to your brand identity.
At Prysmian, we have worked to expand our social media strategy to go beyond the brand and highlight our personality by posting about our employees, our volunteer efforts and community activities. This shift from sharing only product and corporate news engages more people to follow Prysmian while reinforcing our values of innovation, passion, and teamwork. Now, with the evolution of artificial intelligence, we are learning new ways to position our digital content.
WJI: Is social media part of marketing or is it unto itself?
Wright: Marketing sets a larger strategy on how to position your brand/products with social media as a valuable tool to communicate that strategy. You can write a post to reach a broad audience or target a specific group. Understanding the end users of the different social media platforms is essential to creating meaningful content. I have a talented digital marketing manager on my team who oversees Prysmian’s social media activities and balances our content calendar.
WJI: How do you know whether a campaign/project is a success or not? Are results determined by hard numbers?
Wright: The benefit of social media compared to other forms of marketing is the metrics. You can track new followers to your profile page and the effectiveness of your posts through the engagement rate. There’s real-time feedback through the comments, likes and shares.
WJI: As Prysmian is the world’s largest wire and cable manufacturer, does that make marketing/social media less important, or is it essential to continue that status?
Wright: Being the global leader in our industry, we have a lot of rich content for social media. From showcasing our record-breaking undersea cable installation to sharing our
high-tech solutions, we balance the global product posts with North America specific campaigns.
WJI: If you have a thousand stories to share, how do you decide which ones to focus on?
Wright: It’s all about knowing your audience and understanding what will resonate with them. We also work to have different posts so our social content has a nice variety.
WJI: Can you discuss one of your social media projects that you are especially proud of and explain what’s special about it?
Wright: Prysmian’s “Made Right Here” campaign continues to be a point of pride. This campaign developed from a brainstorming session on how to leverage our strong North American manufacturing footprint in a unique and memorable way. As everyone was touting “Made in the USA,” Prysmian stood out by highlighting our plants and the products produced in each location. We promoted the people in our Jackson, Tennessee, plant manufacturing optical fiber cables in ads with the headline, “Accessible Broadband, Made Right Here in Jackson, TN.” My favorite moment was having one of the people featured in the campaign introduce herself as, “Your favorite Prysmian model.” That was Felicia Musgrave. She was so proud to represent Prysmian and loved to share it with visitors to that plant. She is very active in the plant and serves on the engagement committee. Made Right Here reinforces Prysmian’s North American strength through the employees making our products, and it continues to evolve as we feature more plants in the campaign.
Wright
Felicia Musgrave, at far r, joined Prysmian in 2011 as a machine operator and became a purchasing clerk in 2023.
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Booth sales begin 10/2/25
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co-located with: The Electrical Wire Processing Technology Expo 2026