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.

What we do

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.

Clients

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.

Peter Zibinski

SENIOR ACCOUNT MANAGER

San Francisco, CA, USA

Peter is an experienced PR and marketing communications professional in B2B technology. He has worked in high-tech PR with companies from seed startups to public companies in AI, networking, data analytics, user experience, and security.

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.

Pim Van Houten

SENIOR PR CONSULTANT

Amsterdam, Netherlands

Pim is a seasoned PR leader with 20 years experience in the Netherlands. He previously ran PR for RAI in Amsterdam as is frequently recommended as the go to person to talk with my dutch media.

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.

Mrigopriya Tamuli

SENIOR PR CONSULTANT

Austin, TX, USA (HQ)

Mrigopriya “Mrigo” Tamuli has more than 10 years’ experience in PR, including B2B tech PR. She has worked with agencies including Ketchum, Ruder Finn and Eulogy, and ran her own PR agency in India.

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.

Team

Case Studies

When you #JustAddWaters, each engagement starts with an objective, then builds into a strategy and comprehensive plan, before delivering PR success.

CASE STUDY

Raise Industry Awareness and Visibility

Waters was professional, methodical, and helped d-Matrix with a very good launch pad with the PR and media campaign. They set up regular follow-ups and communicated frequently, ensuring that the company received a steady stream of attention. I would recommend Waters to all early-stage entrepreneurs in the data and cloud infrastructure space.

Sid Sheth CEO and Founder, d-Matrix elaborated about the impact of the campaign

d-MATRIX, A PLATFORM CHANGING THE TRAJECTORY OF AI COMPUTE

d-Matrix is a new way of doing data center AI inferencing with innovative circuit techniques, ML tools, software, and algorithms designed to solve the memory-compute integration problem. With $44 million in Series A funding, a robust product and tangible results, the company was ready to officially launch into the market.

SUMMARY

d-Matrix needed to partner with a deeply experienced, savvy agency with a wealth of knowledge and capability in the data and cloud space, an understanding of the investment community, and expertise launching early-stage start-ups. As a result, the company turned to Waters Agency due to the latter’s extensive track record in this regard. Waters Agency’s remit was comprehensive:

Lay the groundwork for d-Matrix’s successful launch from stealth, incorporating its Series A funding announcement
Provide foundational messaging and positioning of d-Matrix and its technology
Define and build out its strategy and presence in social media
Identify and build relationships with key media, industry influencers and select analysts to generate awareness of d-Matrix and its unique DIMC technology ahead of its launch
Execute the company’s GTM launch
Develop and execute on a thought leadership strategy in the crowded AI space
Build up to a steady cadence of company and product news, and company milestones for media and analyst communities
Continue to build momentum – expanding the core audience of media, sector influencers and analysts, increasing awareness and validating the company ahead of subsequent funding rounds and strategic partnerships throughout 2022

RESULTS

As a result of Waters Agency’s efforts, d-Matrix earned the support of analysts and media in the technology and business media, with the following results:

Media coverage secured in Forbes, Business Insider, VentureBeat, SiliconANGLE, TechCrunch, the Register, Fortune, Axios, Silicon Valley Business Journal, Pitchbook, and more

Identified as one of the top 13 early-stage startups in 2022 by Business Insider, due to pitching and placement

More than a 5X increase in social media followers

Despite entering a highly competitive space – one peppered with startups and deep-pocketed, mature blue chips – d-Matrix had an edge which Waters Agency identified and exploited. The company was launching at just the right time – when transformers were promising, but young enough that most companies hadn’t yet had time to consider the technology. Now, the company’s hardware fills a space that is burgeoning and will continue to do so in the coming years, while the vast expertise and knowledge of its founders will help d-Matrix transform this advantage into a tangible reality.

PR tactics employed: