Client spotlight:
Weka Successfully Emerges from Stealth Mode, Generates Brand Awareness with Waters Agency.

Innovation requires reliable data storage. Silicon Valley-based Weka is radically changing the economics of high-performance storage, to enable the next generation of innovative products. The company’s handles highly demanding storage challenges in the most data-intensive technical computing environments, enabling organizations to solve complex problems faster while reducing storage costs.

In mid-2017, Weka was coming out of stealth mode and looking for a PR agency to help manage their launch and arrange the interviews and briefings they needed to engage the industry influencers. After interviewing dozens of firms, they chose Waters Agency. We recently had the opportunity to speak with Carol Platz, Global Director of Corporate Communications at Weka, about her experience working with us.

Q. You interviewed more than 30 PR firms in 2017, why did you choose Waters Agency?


Platz: We spoke with all sizes of agencies — from one-man shops to the largest firms. We were a small company and needed a level of personalized service that we felt even a mid-sized agency couldn’t provide. I felt Waters Agency was the right sized firm for Weka, and that their technology DNA and relationships with analysts and influencers would be a huge benefit. When you’re coming out of stealth mode, it really takes a dedicated team to fill up the calendar with interviews and briefings. We had some relationships already, but we knew Waters Agency would be able to secure many more with key media and analyst contacts. At the same time, that would raise brand awareness with end users.

Q. What services did you need your agency to provide?


Platz: I really wanted to work with an agency that could act as an extension of my team. When I started at Weka, I was the third marketing team member. With a lean function, I was looking to Waters Agency for support beyond AR and PR — and they provided it. They handled everything from securing speaking opportunities and award submissions, to social media and content marketing. Today they’re focused on AR and PR, and they also write some of our contributed byline articles for Forbes and other key publication.

Q. What results have you seen?


Platz: Fast forward three years, we measure our performance on a quarterly basis, and we also conduct a strategic annual business review. Key performance indicators include share of voice, the number of announcements we make, how many articles we publish, how many business and technology awards we win and more. Not only do we consistently meet and even exceed our KPIs, we’ve been able to grow our share of voice steadily since 2017.

Q. What sets Waters Agency apart from other PR agencies?


Platz: Waters Agency has the right technology focus, and was a perfect fit to support our company in this phase of growth. As we expand into emerging markets such as the UK, it’s critical to work with an agency who understands the media landscape, knows the players and can help you build your business there. Additionally, they understand our product and our position, and they know the strengths of the members of our leadership team. That’s critical for understanding which individuals should speak with various journalists and analysts.

Q. How do you see your engagement with Waters Agency moving forward?


Platz: The Water's Agency has been integral to the Weka PR/AR strategy for four years, and I value that long-term partnership. They bring a lot to the table in terms of creating new opportunities to reach influential industry influencers and helping to create top-of-mind awareness for the Weka brand in the marketplace. It would be great to see their continued growth trajectory in areas that compliment Weka's business growth — such as expanding into new geographies and markets.

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