Existing platforms and events were largely all framed around climate change and net-zero: NY Climate Week, London Climate Action Week, COP. In this rapidly changing environment, there was limited space for a global energy policy conversation meeting the world’s increased need for energy in a positive and sustainable way.

In this context Iberdrola remained focused and committed to its long-term strategy and investment plans. Indeed upweighting its investment in electrification. The new context was an opportunity to lead and to help convene and support the vital conversations around energy policy, investment and delivery.

Iberdrola has been running its global paid media partnership programme as an integral part of group communications for five years. The programme has built familiarity and favourability for Iberdrola among key global stakeholder audiences across Europe, the US, Latin America and Asia.

In its initial years the strategic objective was to rapidly build awareness of the Iberdrola in the countries in which it operates, and position the Group as being at the forefront of driving the transition to a more secure, cleaner energy system. Phase 2 (years 4 and 5), saw Iberdrola solidify that position.

In 2025, against the backdrop of a shifting geopolitical landscape, Iberdrola recognised their leadership position and convened top experts and stakeholders to explore the international policy landscape and future direction of the clean energy transition. In essence, facilitate conversations that would help drive forward progress in a time of increasing uncertainty.

So we created a new event in partnership with the Financial Times, the first International Energy Policy Forum, held at the historic Solvay Library in Brussels on 5th February 2025.

Iberdrola and Headland worked closely with FT Live and FT editorial to identify a theme for the forum that was relevant to political and industry context and also aligned with Iberdrola’s business strategy. Through discussion, trial, error and more discussion we arrived at “Building Europe’s Green Economy: How can the energy transition drive growth and cohesion?” – a theme focused on the contribution of energy to Europe economic and social fabric.

The event included a VIP dinner at the prestigious Steinberger Hotel the night before for 50 people, speakers, journalists and some senior stakeholders unable to attend the following day.

On the day, the event had five panels, covering topics as diverse as geopolitics of decarbonisation, maximising the economic potential of the energy transition, financing and investment and how decarbonisation can drive further European integration. There were keynote addresses from Dan Jorgenson, the new EU Commissioner for Energy, Fatih Birol, Executive Director of the IEA and firesides with Iberdrola Executive Chairman, Snr Ignacio Galan and Thomas Ostros, VP of the European Investment Bank and a closing talk from the FT’s Chief Economics Commentator, Martin Wolf.

Whilst the forum was a bespoke Iberdrola event, a key objective was to ensure the independence of the editorial direction and the coverage of themes that went beyond Iberdrola’s areas of focus. The event branding was led by FT Live “in partnership with Iberdrola”.

To engage wider international audiences we worked with the FT’s digital events platform to live stream the event and host two key sessions live streamed on LinkedIn.

The forum event was promoted on FT.com and in four print insertions and across the FT’s social channels, including a video message from Martin Wolf.

The hybrid digital livestream had 1,390 registrations with 574 people watching at least 30 minutes of the event (41% conversion).

The LinkedIn Livestreams generated 3,425 video views among 2,906 Unique Users.

To further amplify the event we also captured video content and had writers in attendance from the FT Studio. The resulting video and articles which summarised some of the most broadly relevant conversations and themes were promoted across FT.com and the FT app, with content hosted on Iberdrola’s FT.com Content Hub: www.iberdrola.ft.com.

Finally, the event coincided with the launch of a a new, innovative game, developed by Iberdrola’s global innovation team in collaboration with the FT. Renewable by 2030 – Repowering Europe, challenged users toto help guide the EU and UK to meet 2030 clean energy targets. . At the event, there were iPads in the breakout/coffee area with a preview/lite version of the game pre-loaded for attendees to play.

The event attracted 150 attendees, from 274 registrations, with 17% of the attendees at C-suite/Director level. Delegates came from multiple countries: Belgium 46%, UK 20%, Spain 5%, France 4% and Italy 3%.

Online the 574 live stream viewers were 18% C-Suite/Director level came from UK 30%, Belgium 9%, US 8%, Spain 6% and France 5%.

In terms of promotion:
The online display campaign delivered 900K impressions, with press reaching a potential circulation of 2.3m. 530K marketing emails were sent with a 22% open rate. Paid social delivered 221,200 impressions on LinkedIn and 228,400 impressions on Meta.

The success of the forum – both in convening decision makers to explore the future direction of the clean energy transition and creating content to further encourage discussion and much needed collaboration – is underlined in the fact that planning for a 2026 forum is already underway with the FT.

Event Results Summary

FT game