For PR Success…
#JustAddWaters
PR for the modern data stack
The new era of innovation across Cloud, Cyber Security, AI/ML, Open Source, Analytics, Containers, DevOps and more is here.
Waters Agency understands the Modern Data Stack will shape the industry for the next decade and beyond.
Whether launching your brand, raising funding, poised for an IPO, or trying to break into the key trade, business and broadcast media, we’re proven in the field.
Waters Agency is tried and tested in the most competitive media markets in the world. Like you, we think big and never give up. Nothing fazes us. Plug into our influencer network today.
What we do
Media Relations
Instantly benefit from our long-standing media relationships to get your campaign off and running. Our relationships across business, trade and vertical media are well established and based on mutual respect. We have earned this through deep and meaningful understanding of our clients’ business.
Funding
Since the inception of Waters Agency, we have successfully secured coverage for $1B+ of funding stories. Our strategy is to be aspirational and broaden the story to attract a wide range of media that reaches customers and prospects. Clients appreciate this approach as it means consistently meeting and exceeding share of voice goals, which builds momentum for future stories.
Analyst Relations
Third-party validation from the analyst community is a complex yet essential journey. From brokering initial relationships, to being recognized in industry reports and vendor evaluations, to building a network of advocates — we know how to get you there.
Events and Awards
Whether it’s client-branded events, analyst conferences, or trade shows, we connect you with the influencers who are educating the market. Our awards program speaks for itself with wins for clients across all major categories.
Waters Agency helps B2B technology brands communicate the right message, at the right time, to the right audience.
Through our virtual model, we deliver a full suite of communication services to drive PR, social and content campaigns.
Our reach is global with teams based in the US, Europe, Africa and APJ.
IPOs
Taking your company public requires thoughtful strategizing, messaging, training, and — most importantly — flawless execution. That’s what we do. The proof? Nutanix — one of the largest, most successful IPOs of 2016. Our guidance and strategy led Couchbase, SUSE, WalkMe and others through the process. Lean on our highly experienced PR team to ensure your IPO is successful.
Content creation
Our content strategists and storytellers know how to bring a story to life. They apply deep industry knowledge and understanding to create compelling executive bylines and blog posts, tech briefs and whitepapers, and marketing campaigns — content that hooks your audience, pulls them closer and tells your tale of disruption in ways people will remember and want to share.
Community and
Social Media
The customer is shaping your brand image as you read this — and sentiment changes rapidly on social channels. We’ll help you influence the conversation and your customers’ and prospects’ opinions with highly targeted, timely and relevant social content that demands attention and compels your audience to like, share, comment and convert.
Thought Leadership
Thought leadership is original thinking. It engages, educates and influences your target decision makers. Thought leadership takes time, creativity, experience and credibility – a goal that many executives want and businesses desperately need. Our team of content experts will help move the needle.
Clients
Our clients are the dreamers and innovators that disrupt, empower, inspire and shape the future. The Waters Agency philosophy is to be a true partner and extension of your in-house communications. We don’t just check boxes. We stay one step ahead, we go the extra mile and make every client, large or small, feel special. We don’t know any other way.
Quality Communications
We’re a virtual team of B2B comms professionals based in the US, Europe, Africa and APJ. We help pave the way as you set out to disrupt your industry and blaze a new trail for your customers. When you work with Waters Agency, you won’t have to “walk us through it” or “explain the industry”.
We know the score. We take the lead at a budget that works.
Declan Waters
FOUNDER & CEO
Austin, TX, USA (HQ) / London, UK
Declan has been running media campaigns for US and European companies for over 20 years.
His experience in media relations comes from representing companies such VMware and Nutanix and working with the likes of Condoleezza "Condi" Rice, former Secretary of State and John Thompson, Chairman of the Board at Microsoft.
Ryan Waters
SVP, EMEA
London, England, UK
Ryan has 11+ years experience in technology PR and leads the Waters Agency EMEA team. Over his career Ryan has worked for fast paced, high growth tech companies such as Forcepoint, Rackspace and QuickPlay Media, as well as executing big campaigns for leading technology brands such as Google Cloud, Toshiba and EE. He specialises in enterprise, marketing, cloud, telecoms, and broadcast technology.
Tracey-Ann Mee
COO AND SVP, CLIENT EXPERIENCE
Johannesburg, South Africa
Tracey has 30+ years’ experience in agency-side PR. Her PR expertise comes from working with dozens of clients on B2B, B2C, G2C and non-profit campaigns, while her operational know-how stems from running PR agencies including her own B2B tech agency. She has been with Waters Agency since its inception in 2017 and keeps her finger on the pulse by actively working on accounts. Tracey’s clients at Waters span container, cloud, data storage, cybersecurity and artificial intelligence.
Hollie Kenney
CFO
Austin, TX, USA (HQ)
Following 20 years experience as a publisher, Hollie works on the important work that helps run the agency. As part of the Leadership team, she works closely in the day to day areas as well as recruitment, client contracts, benefits, invoicing, back-end infrastructure and much more.
Maria Loupa
VP
London, England, UK
Maria is a Senior Director with the UK team, bringing with her 9 years of experience in B2B tech and corporate comms. Maria has a passion for launching disruptive technologies to new markets, and directing successful teams and leading award-winning client campaigns. She has worked with blue-chip companies and start-ups, from Red Hat to HP and Nokia to Starship Technologies, Stack Overflow, Ogury and Open-Xchange, Knotel and ClassPass, among others.
Andrew Robertson
SENIOR ACCOUNT DIRECTOR
London, England, UK
Andrew is a highly experienced technology and corporate communications professional with over 20 years’ experience in both consultancy and in-house roles. During his career, Andrew has focused on B2B, enterprise and consumer technology sectors. His previous clients include HP, Microsoft, Samsung, SAP, Ericsson, ICANN, Avanade, Worldpay, Siemens, Texas Instruments, Red Hat, Fortinet, .CO Internet as well as start-ups and fast growth technology companies.
Jessica Luhrman
ACCOUNT DIRECTOR
Austin, TX, USA (HQ)
Jessica is a seasoned PR and content marketing professional. Through her in-house and agency experience, she built a strong history of bringing a brand’s voice to life through strategic storytelling and promotion. She is skilled in strategic counsel, program management and media relations specializing in data storage, cybersecurity, cloud computing and enterprise software.
Beth Collinson
ACCOUNT DIRECTOR
Manchester, England, UK
Beth is an experienced PR and content marketer in B2B technology. In her previous in-house role, she spearheaded successful multichannel PR and marketing campaigns for leading enterprise vendor, TOPdesk. Having secured a 1st class honours degree in Multimedia Journalism from Salford University, Beth is an accomplished storyteller and utilizes her creativity to tell and share compelling client stories.
Beth Ellis
SENIOR ACCOUNT EXECUTIVE
Lincolnshire, England, UK
Beth is an experienced PR account executive. In her previous agency role, she worked on B2C and B2B accounts covering a wide range of industries, such as technology, hospitality and manufacturing. Her Degree in English Literature from the University of Chester has given her a passion for the impact and meaning a well-told story can provide.
Matt Humphries
SENIOR PR CONSULTANT
London, England, UK
Matt has over 15 years’ experience working in B2B technology communications and PR, spanning the enterprise, cloud, and telecoms. Previously the MD of a Tech-PR agency, Matt has led PR and content marketing programmes for start-ups, disruptors, and global brands, including BT, Epson, Amdocs and Ciena. Matt draws on his knowledge of technology and business trends to craft storylines, drive campaigns and achieve results.
Gina Hough
SENIOR PR CONSULTANT
London, England, UK
Gina brings over 20 years of strategic communications experience to the Waters team in the UK. Throughout her career, she has focused on thought leadership campaigns with the likes of Cisco, Adobe and Sony. Gina is very hands-on with media and analysts and has second-to-none relationships in the region.
Arno Laxy
SENIOR PR CONSULTANT
Munich, Germany
Arno has 25+ years experience working as a PR consultant and journalist in the DACH region. In all those years he’s been working on B2B accounts for customers in the IT, marketing, telecoms and cybersecurity sectors focusing on software and services, from networking and security to Cloud, from startup companies to large incumbents.
Sylvie Picard
ACCOUNT EXECUTIVE
Orlando, FL, USA
Sylvie is an honors graduate of the University of Central Florida where she majored in Communications with a focus on international studies. Preceding her role at Waters Agency, she was the founder and C-suite of her eCommerce business. Sylvie consistently implements creative thought behind all her endeavors.
Phillip Raskin
SENIOR PR CONSULTANT
Bay Area, USA
Phillip has more than 20 years of tech PR experience from Asia to the U.S. with clients ranging from Series
A startups to tech giants like Microsoft, HP, Qualcomm. LG and Samsung, in B2B and B2C arenas. He specializes in communications strategy and content with C-suite executives and regional CEOs on their messaging and media/online personas. He loves digging into new technologies and developments to help make implications understandable to wider audiences.
Charlene Carroll
SENIOR CONTENT CONSULTANT
Johannesburg, South Africa
Charlene has been educating the market on complex technology areas through content for over 20 years. A former editor, Charlene works closely with Waters account teams to develop a wide range of assets including press releases, case studies, bylines and white papers.
Chris Lovejoy
SENIOR SOCIAL LEAD
Chicago, USA
With more than a decade's experience building social campaigns, Chris is constantly navigating the ever-changing digital landscape. His account and program management skills are a solid complement to the Waters team, as he runs the social accounts and plays a senior advisory role to clients.
Case Studies
When you #JustAddWaters, each engagement starts with an objective, then builds into a strategy and comprehensive plan, before delivering PR success.
Careers
If you have a passion for PR, a love of technology, an agile mind and a personality that embraces change, then welcome home to Waters.
We are a lifestyle agency that puts people first, because behind every happy client, is a happy employee. Also, we love people, and not just your work persona, but the whole you, as reflected by our employee benefits, which prioritize happiness and health, both mental and physical.
Virtual doesn’t mean distant at Waters. Our teams work, interact and socialize on Teams and Slack daily, we have biweekly social Walk ‘n Talks via our Wellness@Waters Strava club, and senior leadership keep routine office hours on Zoom – the remote working equivalent of an open-door policy. In this collaborative atmosphere, we share ideas, successes, and the highs and lows of agency life.
Oh, and did we mention that we take our work and our clients seriously, but not ourselves?
Let’s just say:
#lifeistooshort
#laughatyourself
#spreadthejoy
Contact
When you #JustAddWaters, each engagement starts with an objective, morphs into a strategy and plays out in a plan, before unfolding into the action that translates into PR success.
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©Waters Agency Limited 2024
Company Reg Number 12824987. All Rights Reserved. Privacy Policy
Locations
Austin (HQ)
501 Congress Avenue
Suite 150
Austin, TX, 78701
Boston
289 St. George Street
Duxbury
MA, 02332
Silicon Valley
3031 Tisch Way
110 Plaza West
San Jose, CA 95128
London
Mappin House
Oxford Street
London,
W1W 8HF
WhatThreeWords
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