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  • Writer's pictureDeclan Waters

Navigating Challenges and Embracing Growth: Reflecting on 2023 and Charting Our Course for 2024

By Declan Waters, Founder & CEO

As we start gearing up for a new year at Waters Agency, I find myself reflecting (at 30,000 feet over Iceland) on the journey we've undertaken together at Waters Agency throughout 2023, but also since we started the company six years ago. It has been a year marked by challenges that tested our resolve and resilience. As we say in the world of endurance sport, continual forward motion is the key. Just keep moving and never give up. Sometimes you have to slow the pace down to get where you need to be, and that’s ok.   


Our team's ability to slow things down and navigate the complexities of the past year is a testament to the incredible grit and dedication that defines Waters Agency. Despite the headwinds, we remained focused on our commitment to delivering exceptional B2B PR services to our clients. We don’t chase awards for ourselves, we double down on filling our clients’ trophy cabinets. That’s the way my team naturally think about what we do and I extend my deepest gratitude to each and every member of our team for it.


As we turn our focus to 2024, I am excited to announce our renewed focus on growth, with a strategic emphasis on key sectors that are shaping the future of our industry. In particular, we are directing our efforts towards Cloud, AI, Financial Technology (FinTech), and Cybersecurity.  


As we all know, the B2B AI start-up market has witnessed remarkable growth, reflecting the increasing importance of artificial intelligence in modern business operations. According to recent statistics, the global B2B AI market is projected to reach unprecedented heights, with an estimated 40% compound annual growth rate (CAGR) over the next three years. We’ve already hitched our wagon and picking up speed!


As a forward-thinking PR agency, we recognise the challenges and opportunities of these developments. Our role in promoting AI startups will be pivotal in ensuring their success and standing out in a competitive landscape. Effective communication strategies, targeted messaging, and building compelling narratives will continue to be our key tools in propelling our clients into the spotlight.


The FinTech and Cybersecurity sectors continue to be at the forefront of technological advancements. The FinTech market is expected to grow substantially, driven by digital transformation initiatives across industries.  We’re excited to attend the Money 20/20 events this year with our clients.


Before we push on with this exciting journey of growth and innovation, I would like to say a big thank you to our incredible Waters Agency clients, partners and all the media who have expressed interest in our stories.  In an ever-competitive landscape, we never take our clients’ decision to partner with us for granted and will continue to be strategic advisors to them, helping them cut through all the noise.


To the Waters Agency team around the world, your dedication, creativity, and tireless efforts have been the bedrock of our success. Together, we weathered the storms and emerged stronger. I have no doubt that with your continued commitment, this will be a year of growth, achievements and milestones for Waters Agency.


As we always say with a smile on our faces, for PR success…. just add Waters!


See you out there.


Declan Waters,

Founder & CEO, Waters Agency


About the author:

Declan is the founder and CEO of Waters Agency and 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.



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