New Work New Work

It was clear long before 2020 that companies need to react quickly and flexibly to changing working conditions and requirements. This concerns the use and design of offices, as well as digitalization issues related to software as a service (SaaS), platform economy, artificial intelligence, and workspace analyses. The term New Work symbolizes subjects related to a very dynamic world of work. Despite the fact that all industries are impacted and employers and employees around the world are affected by it, not all companies fully understand the opportunities that New Work has to offer. Together with its clients, PIABO is working to breathe life into the new term and to illustrate what the future world of work could look like.

Case Study


As a leading platform for coworking and space as a service, WeWork offers its members worldwide access to work space, communities, and services.


  • Establishing WeWork as a thought leader in the area of coworking and future of work for the German public
  • Role of press office and point of contact for media representatives following WeWork’s market launch in Germany in 2017
  • Personnel branding and positioning of C-level management
  • Planning, design, and execution of topic proposals and events beyond company news


  • Establishing WeWork as a thought leader in the area of coworking and future of work for the German public
  • Organisation and implementation of the event series "We, the Creators" and numerous WeWork openings
  • Positioning the WeWork spokespeople as thought leaders for 'New Work'


  • Placement of interviews with the German and European management team in general interest, business, and tech media, as well as verticals, especially in the real estate sector
  • Preparation and pitching of bylines in business, tech, and real estate media
  • Dissemination of product, location, and personnel news
  • Planning, organizing, and implementing KOL and community events – from in-house panels to the national award “We, The Creators”


  • PR
  • Media Relations
  • Corporate Communications
  • Product PR
  • Storytelling
  • Employer Branding
  • Personal Branding
  • Influencer Marketing
  • Blogger Relations
  • Community Building
  • (Virtual) Events

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