Learning, Lunching and Leveling Up at the Kite Hill Summit

Our recent bi-annual company summit in New York City was more than just a meeting – it was a vibrant celebration of collaboration, creativity, and community. Over several action-packed days, the Kite Hill team transformed the city into our dynamic workspace, combining professional insights with memorable experiences. We participated in a slate of “Lunch and Learn” sessions to further our professional development, bringing together industry leaders who shared cutting-edge insights that challenged and inspired our team. From branding strategies to insights into advertising spend to social media trends, we explored the intersections of technology, marketing and authentic communication. 

The Intersection of Branding and Storytelling 

Michael Verez Mora, founder and CEO of Yellow Lion, kicked off our sessions with a compelling look at branding and SEO in the age of AI. With AI quickly becoming the search engine of choice, there is a growing importance of optimizing your website to stay ahead of the curve. This underscores the importance of having a cohesive and compelling brand first and foremost. Key takeaways include:

• The need for owned content that stands out in AI-driven search results

• Strategies for creating a brand that naturally draws curiosity 

• Leveraging AI to expand online reach and visibility 

Advertising Spend: A Macroeconomic Perspective

Diane Malloy, VP of Sales, and Lauren Fisher, GM of Business Intelligence, from Advertiser Perceptions provided an insider’s view of current advertising spending trends. Their presentation was more than just numbers – it was a strategic roadmap for understanding the industry landscape. Highlights include:

• Current macroeconomic trends shaping advertising spend

• The vital importance of data-driven research in strategic planning

• Insights that can help clients navigate complex market conditions

Agility and Authenticity

Nick Borenstein, GM of The Webby Awards, delved into the nuanced world of social media trends, addressing the phenomenon of “brainrot” and the challenge of meaningful online engagement. His session unpacked:

• The fine line between trend-hopping and authentic brand communication

• Strategies for understanding and connecting with your audience

• How businesses can navigate the rapid-fire world of social media without losing their core identity 

These Lunch and Learn experiences are more than just informative presentations – they’re a testament to Kite Hill’s commitment to growth, innovation and collaborative learning. We left inspired, equipped with new perspectives, and ready to bring these insights directly to our client work. As we look forward to our next team summit, we’re reminded that true professional development is an ongoing journey of curiosity, adaptation, and meaningful connection. 

– Lauryn Russell, Account Executive

How Will AI Impact the Communications and Marketing Industries?

Artificial intelligence (AI) is rapidly changing the world as we know it, and the communications and marketing industries are no exception. From shaping consumer interactions to creating real efficiencies with content creation, AI is already having a measurable impact on how businesses communicate with their audiences. This is a recurring theme in all sectors and industry events. 

At the recent Marketecture Media conference, a few questions were posed to get us all thinking about the future of content consumption, ecommerce and discoverability:

• Will websites still exist, and will AI be their primary user?

• Will AI chatbots guide consumers through major purchases like cars?

• Will consumers make purchases directly through conversations with AI?

As we thought about these questions, we naturally started to consider AI's Impact on the Marketing Funnel

• Top of the Funnel: AI reinforces the importance of brand awareness and reputation, favoring content like news, thought leadership, and press releases. This is positive news for PR and communications professionals, as AI tools can enhance content creation and data-driven strategies.

• Bottom of the Funnel: The consumer journey is expected to change dramatically, with AI chatbots potentially guiding purchasing decisions and facilitating direct purchases through conversations.

The New SEO 

With AI playing a larger role in search, "Answer Engine Optimization" is the new SEO. Users will rely more on AI-generated search results and eventually AI chatbots to engage with digital content. Content will need to be adapted to align with AI algorithms and deliver optimal results.

How is AI Predicted to Impact the Industry Overall?

The rapid growth of AI adoption highlights its significant advantages. Forrester found that over 61% of U.S. advertising agencies are currently using and benefitting from genAI. Content creation can be automated by generating data-driven content including ad copy, social media posts, and personalized email campaigns. Targeting and personalization can be improved by analyzing consumer data, which increases engagement and conversion rates. Ad spend can be optimized by analyzing performance data and adjusting campaigns in real time to maximize ROI. Through predictive analytics, AI can forecast consumer behavior and market trends, enabling proactive decision-making. Furthermore, AI can facilitate new creative formats and streamline workflows, improving productivity and efficiency. 

Overall, AI is expected to increase the focus on data and analytics, enabling marketers to measure and optimize campaign performance more effectively.

– Gina Preoteasa, EVP

Kite Hill PR Named PR Agency of Record for Caddis Cloud Solutions

Kite Hill PR’s remit includes integrated communications services across earned, owned and social

New York, NY — March 14, 2025 — Kite Hill PR, the award-winning agile tech PR and B2B communications agency, has been named PR Agency of Record for Caddis Cloud Solution, a leader in cloud infrastructure and data center development. Kite Hill PR was enlisted to relaunch the company under a new brand identity and has since provided integrated communications services across earned, owned and social channels, with the goal of amplifying the company’s leading stature within the space. 

The program has had a positive impact on Caddis’ business. The partnership has boosted Caddis' brand awareness and has also contributed to driving qualified leads and sales opportunities. 

“We’re very pleased with our partnership with Kite Hill PR. With the team’s strategic guidance, we’ve seen strides in breaking through our crowded industry,” said Scott Jarnagin, Founder and CEO of Caddis Cloud Solutions. “We’re looking to achieve big goals over the next few years as the data and technology industries continue to evolve and the team has demonstrated the power public relations has in helping to actualize our goals.”

Kite Hill PR's expertise in emerging technology industries has been instrumental in the agency’s work to craft compelling stories that resonate with the Caddis’ target audience. 

The agency's understanding of the latest trends and developments in these sectors paired with its proactive strategic media relations efforts has enabled it to position Caddis as a notable thought leader and industry contender. 

Our success with Caddis and brands like it is thanks to our agency’s ability to reinvent traditional PR beyond media relations programs. Leveraging an agile-first mindset and the PESO model, the Caddis rebrand was, and continues to be, a success,” said Tiffany Guarnaccia, Founder and CEO of Kite Hill PR. “With Global Market Insights projecting the global market to expand by more than 15% over the next decade, we are thrilled to work with true innovators like Caddis, as together we help shape future market trends.” 

To learn more about Kite Hill PR and its services, visit https://www.kitehillpr.com/ourwork. 

ABOUT KITE HILL PR 

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as a “Top PR Agency in the US” by Forbes, as one of the “Top Specialist PR Agencies” by the New York Observer and as a “Top Place to Work in PR” by PR News.

ABOUT CADDIS CLOUD SOLUTIONS

Caddis Cloud Solutions is a premier global advisory firm specializing in strategic Data Center development, cloud capacity sourcing, and end-user deployment. With over 25 years of experience in bridging the gap between cloud capacity supply and demand, the firm ensures clients – from hyperscalers to enterprises, to cloud infrastructure providers, data center developers and operators, and others – receive tailored solutions for their cloud infrastructure needs. Caddis aims to form long-term partnerships with clients that extend beyond single engagements. For more information, please visit: www.caddiscloud.com

Navigate Your Career Path in the AI Era: Women in Media and Marketing Webinar Recap

To kick off Women’s History Month, Kite Hill hosted its first Women in Media and Marketing event of the 2025 season. We gathered industry experts to discuss a crucial topic: how to level up your career in the AI era. 

Moderated by Digiday’s Senior Marketing Reporter, Kimeko McCoy, the discussion covered topics such as identifying career goals, finding mentors, and building a professional network. Industry leaders Christina Peña Brower (COO & Founding Partner of  NewWorld), Shoshana Winter (CEO of Converge), and Kate O'Loughlin (CEO of SuperAwesome) shared the following key insights and advice. 

Building Your Network

A recurring theme was the importance of a robust network. Kate noted the value of peer relationships, those "give and get" moments that foster growth. For example, even those seen as competitors can become allies. In a previous role, Kate and a peer supported each other by sharing information and advocating for one another, which helped them both grow.

Mentorship vs. Sponsorship

While mentors offer guidance, sponsors actively advocate for your advancement. "It's not enough to just do a good job. We need people to clear the path and take a risk on us." Christina emphasized that "a sponsor isn't just someone to talk to; they're someone who will act on your behalf." Shoshana added to this point by stressing the importance of sponsorship, especially for women and people of color. She emphasized that advice without action ("skin in the game") is ineffective. Sponsors should actively advocate for their protégés. Shoshana suggests building a network of sponsors or a personal “board of directors.” 

Career Transitions

Career transitions can be daunting, but our speakers offered encouraging words. Christina shared, "The most fruitful relationships aren't always formal mentorships. They're the people who are there for you during transitions, especially when you're least sure of yourself." Kate advised attendees to "architect your network" during times of change, intentionally seeking out relationships that can provide needed support.

Embracing Generative AI

The rise of generative AI is reshaping industries. However, a recent Harvard Business Review report found that women are adopting generative AI technology at a significantly lower rate than men. Our speakers addressed this head-on. Shoshana reflected on the possibility that women might underestimate their knowledge and skills or judge themselves more harshly than men. She also cautioned against getting caught up in AI hype cycles, urging listeners to "separate what truly matters (efficiency, career growth, confidence) from what's just driving stock prices and industry buzz." Kate shared a Boston Consulting Group stat that contradicts HBR, stating that 68% of women in the tech industry say they use a genAI tool at work more than once a week, compared with 66% of men. Christina shared her belief that working moms and women have the most to gain from using AI to further enhance their efficiency and streamline their lives and work. 

We're incredibly thankful to our speakers for sharing their wisdom and experiences during our webinar. It served as a potent reminder of how crucial mentorship, networking, and adaptability are for navigating today's dynamic professional landscape. Their insights will undoubtedly inspire and empower many. 

Join our growing Women in Media and Marketing Meetup for event updates. Missed the webinar? Catch the recording here. 

— Maggie Stasko, Senior Account Manager

Elevate Your Communications Strategy: The Essential Role of B2B Influencers

Influencer marketing in the B2B space is gaining momentum. Our comprehensive suite of B2B influencer marketing services helps clients build relationships, generate leads, engage, and manage influencers. 

Kite Hill worked with a global social platform for physicians to develop and execute a B2B influencer marketing campaign. The campaign aimed to raise awareness of a charity running initiative, encouraging physicians to prioritize their health and wellness.

As part of the campaign, Kite Hill:

•  Announced the charity run initiative, prioritizing media coverage as the first channel to launch for maximum reach. This resulted in secured coverage from Hospital & Healthcare Management and features in Runners World and Everyday Health.

• Worked closely with influencer Lindsay Meyers to strategize, plan and carry out various adjacent events to generate awareness and participation for the main event.

• Collaborated with influencer doctor, Dr. Jordan Metzl, and helped organize an iron strength class led by Dr. Metzl on global running day.

• Organizer a run with exercise influencer and Arc'teryx ambassador Lindsay Meyers.

• Initiated partnerships with AKTIV Against Cancer and Dr. Metzl.

The charity running campaign was a success, generating significant awareness and engagement among physicians. The campaign also helped the company build relationships with key influencers in the medical space.

Kite Hill’s B2B influencer engagement and management is a natural evolution of the agency's service offerings. With our deep understanding of the B2B landscape and proven track record of success, our agency is well-positioned to help clients leverage the power of B2B influencer marketing. 

Interested in having influencers go the extra mile to reach new audiences as part of your communications strategy? Get in touch with us today!

How Communicators Can Bend the Long Arc of History Back Toward Social Justice

Last week’s PR Museum and Diversity Action Alliance (DAA) event shed light on the critical importance of diversity, equity, and inclusion (DEI) in today's world. This year’s event featured influential voices including Carmella Glover, President of DAA; Dr. Rochelle Ford, President of Page; Troy Blackwell, Jr., Deputy Chief Communications Officer of the Biden-Harris Administration; and Soon Mee Kim, Chief Diversity, Equity and Inclusion Officer of Omnicom Communications Consultancy Network. 

Focusing on how communicators can bend the long arc of history back toward social justice, each participant thoughtfully examined the role of communicators in advancing workplace equity and discussed actions the industry must take to support thriving, innovative, and inclusive workplace communities. 

Here are a few key takeaways for communicators: 

• Actions speak louder than words: It's time to move beyond DEI statements and implement concrete actions.

• The arc of history bends towards justice: Despite setbacks, the overall trend is towards a more just and equitable society.

• Intersectionality matters: We must recognize the complexity of individual identities and experiences.

• Communication is key: We must shape the narrative around DEI and build support for these initiatives.

As communicators, we play a crucial role in shaping public perception and understanding of DEI. We are responsible for ensuring that the narrative around DEI is accurate, inclusive, and promotes understanding. This means actively combating misinformation and harmful narratives that undermine DEI efforts. Building inclusive workplaces requires more than just statements of support. It demands strategic thinking and a deep commitment to fostering a welcoming and equitable environment for all. This commitment extends beyond the workplace to the broader community, as we have a responsibility to contribute to a more just and equitable society.

– Olivia Ly, Account Executive

Super Bowl 2025 Recap: The Real Winners Weren't on the Field

Super Bowl LIX delivered a star-studded lineup of commercials, with major brands shelling out an average of $8 million for a 30-second spot. While the Eagles may have taken home the Lombardi Trophy, the real winners of the night were the advertisers who managed to capture the attention of millions of viewers. Our team weighed in on the tactics behind some of the standout ads. 

B2B Brands 

This should come as no surprise, but AI is having a moment. Companies like Google, Salesforce, Meta and OpenAI highlighted their innovative use cases in creative spots. But many may wonder if advertising during an event typically geared toward consumers is the right move for B2B brands. While B2B marketing tends to focus on showcasing product benefits and ROI, there may be an opportunity to connect with potential clients on a personal level. This could help increase brand awareness and create a positive association with the brand. Plus, you get points for the unexpected approach. 

Creators versus Celebrities

Influencer partnerships were a key strategy for many brands. Alix Earle's collaboration with both Poppi and Carl's Jr. was particularly noteworthy. By sharing her genuine love for Poppi in the lead-up to the game, Earle generated significant buzz and positive brand association. This organic approach, which included unsponsored posts and stories, fostered trust and authenticity. Earle's partnership allowed Poppi to reach a wider audience without relying on traditional advertising methods. 

Streaming Power

Tubi's decision to offer free streaming of the Super Bowl highlights a significant shift in consumer viewing habits and the increasing adoption of Connected TV (CTV) channels. This strategic move not only capitalized on the massive Super Bowl viewership but also showcased Tubi's platform as a viable and accessible option for cord-cutters and those seeking alternatives to traditional cable or satellite TV. But that’s not all! Tubi's eye-catching commercial, emphasizing its diverse content library reinforced its commitment to catering to a wide range of viewer preferences. This multi-pronged approach – combining free access to a major sporting event with a compelling advertisement – served to solidify Tubi's position in the competitive streaming landscape and underscored the growing importance of CTV platforms in the future of television.

Overall, the Super Bowl provided a platform for brands to showcase their creativity and connect with consumers on an emotional level. With an estimated 100 million viewers tuning in, the Super Bowl remains one of the most significant advertising opportunities of the year, allowing brands to reach a massive audience and leave a lasting impact. 

– Sammy Jordan, Senior Account Director and Media & Entertainment Practice Area Lead

PR Council announces 2025 Officers and New Board Members

New Appointments Strengthen PRC’s Mission to Help Agencies Expand Impact

New York, NY (February 5, 2025) – The PR Council  (PRC) announces that Evan Kraus, President and COO, APCO (Washington, D.C.), has been elected 2025 Chair of the Board of Directors. In this role, he will drive the PRC’s mission of helping leaders unlock funding, demonstrate value and build more impactful agencies during a transformative period for the industry.

Faced with prodigious changes triggered by technology and the forces of commoditization, our industry has never had a bigger mandate to transform and embrace the future, according to Kraus. “The PR Council, and particularly the Board, aims to guide agencies and clients alike into this uncertain future.”

Other Board Members elected to the Executive Committee include Craig Buchholz, U.S. CEO, Burson  (New York), as Vice Chair; Matt Kucharski, President, Padilla  (Minneapolis) as Treasurer; and Valarie De La Garza, CEO, Fenton  (Los Angeles), as Secretary. Kim Sample, PRC President, is also a Member of the Executive Committee.

The PRC Board is comprised of leaders representing agencies of all sizes, geographies and specialties. Nick Cowling, CEO, Citizen Relations  (Toronto); John Fitzpatrick, Managing Partner, Stratacomm  (Washington, D.C.); Emily K. Graham, Chief Equity and Impact Officer, Omnicom  (Global); Kirsty Graham, U.S. CEO, Edelman  (New York); and Myles Worthington, CEO, Worthi  (Los Angeles) have been elected Directors for three-year terms.

Cowling, Fitzpatrick, E. Graham, K. Graham, and Worthington join directors continuing their terms: Bill Davies, CEO, Racepoint Global  (Boston); Tiffany Guarnaccia, CEO and Founder, Kite Hill PR  (New York); Jillian Janaczek, Global CEO, Porter Novelli  (New York); Diana Littman, U.S. CEO, MSL  (New York); Rodell Mollineau, Co-Founder and Partner, ROKK Solutions  (Washington, D.C.); and Alexis Davis Smith, CEO and President, PRecise Communications  (Atlanta).

“These leaders bring the depth of expertise and passion for our industry that is needed for this moment,” Sample said. “With their guidance, we will provide more support than ever before to help our member firms become more valued and valuable.” 

 About the PR Council

The PR Council is the only association dedicated to supporting agencies with a core competency in earned media. Through a combination of convening, advising and learning opportunities, the PR Council aims to help members — the leaders of 140 of US and Canada’s premier global, mid-size, regional and specialty firms — work smarter to build more valuable agencies. Programming is focused on the most critical issues affecting PR agency leaders’ ability to attract and retain talent and grow client relationships and their firms.

Original press release link.

Kite Hill Named to Observer’s PR Power List

The firm is recognized for its innovative approach helping tech clients make an impact in their industries

New York, NY – February 3, 2025 – Kite Hill, an award-winning B2B communications and tech PR agency, has been named to the Observer’s PR Power List in the New Tech category. The list acknowledges the most influential PR firms shaping industries, trends and public discourse. 

Since opening 12 years ago, Kite Hill has consistently partnered with cutting-edge companies across the tech industry in sectors like adtech, retail media, climate tech and AI-powered businesses. In 2024, the firm was behind many notable communications campaigns, such as: 

• The rebrand of The Home Depot’s retail media division, Orange Apron Media, through an Upfronts-style event showcasing its new offerings. The Home Depot received widespread recognition and emerged as a true leader in the retail media category. 

• The launch of Caddis Cloud Solutions, a leader in cloud infrastructure and data center development. The relaunch and continued PR campaign has been a resounding success with leads coming in from earned media. Kite Hill was first enlisted to relaunch the company under a new brand identity in April 2024 and today provides integrated communications services across earned, owned and social channels, to amplify the company’s leading stature within the space.

• The strategic partnership between Sapphire Technologies, a leader in energy recovery systems for hydrogen and natural gas, and Horizon Shores Nigeria Ltd., to deploy turboexpander technology, converting wasted pressure energy into clean electricity. This partnership marks Sapphire’s first African venture and advances Nigeria’s sustainable energy transition. Kite Hill’s program for Sapphire has boosted brand visibility by over 50%.

"It is an honor to be recognized by Observer and make one of their PR Power Lists for the fourth time," said Tiffany Guarnaccia, Founder and CEO of Kite Hill. "Our team's unwavering passion for creating impactful campaigns has been instrumental in staying ahead of the curve while continuing to drive innovation and make a meaningful impact in the tech landscape."

Observer notes that selected agencies are behind the most culturally significant trends, conversations and events in our world. The full list of Top Specialty PR Firms in 2025 can be viewed here. 

In 2025, the agency plans to continue to expand its services from earned media to include paid and social as a part of its client work. 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

The Buzz About Silicon Slopes Summit: Recapping Key Moments

Salt Lake City buzzed with excitement as it hosted The Silicon Slopes Summit last week, Utah's cornerstone tech event. 

The summit delivered a whirlwind of innovation, insights, and connections featuring a variety of speakers from brands like Backcountry.com, Volcanic Retail, and more. This year's event included a melting pot of entrepreneurs, investors, and tech enthusiasts, all eager to explore the ever-evolving landscape of technology and its impact on various industries: from the future of AI in retail to the shifting dynamics of tech investment. 

Here’s a recap of the most relevant trends for comms folks: 

• All in on Influencer Marketing

• The summit highlighted the growing importance of influencer marketing, particularly the effectiveness of micro-influencers (those with under 5,000 followers). Sessions emphasized aligning influencers with your sales funnel and building authentic relationships for maximum impact. Influencer marketing is becoming increasingly effective for both B2C and B2B brands.

• Prioritizing Telling Authentic Brand Stories

• In an era of digital noise, authentic brand storytelling has become paramount. Speakers encouraged attendees to embrace their brand's unique personality and "be open to why not," fostering genuine connections with their audience.

• AI Continues to Steal the Show

• The summit highlighted several important tech sectors including healthtech, edtech, and sustainability. The potential of AI in healthcare and vertical AI opportunities were discussed, including how healthcare disparities in underserved communities can be addressed through innovative technologies, such as those used in cancer screening.

• Retail Tech Innovations

• Some of the most insightful panels featured leaders from various retail brands discussing how new technologies continue to transform not only consumer behavior – like when and where audiences shop – but also the opportunities for brands when it comes to content creation and storytelling. New technologies are also making sustainability within retail more accessible.

It was a great experience to attend an event focused on technology and community. It’s interesting to see the innovation coming from tech hubs outside the usual players. The Salt Lake City tech scene, also known as Silicon Slopes, has grown rapidly over the past two decades. It has become a thriving hub for startups and established tech companies, leading the Wall Street Journal to recognize it as a top job market. I’m looking forward to seeing Salt Lake own more opportunities in the tech space in the future!

- Kyle Murray, Account Director

NRF 2025: Key Trends for Communicators to Watch

Photo courtesy of NRF Big Show 2025 - Jason Dixson Photography

The energy at NRF 2025 was undeniable. Retailers, innovators, and tech leaders converged to showcase the latest advancements redefining the shopping experience. From showcasing innovative AI tools to how retail media networks (RMNs) are driving brand visibility, the event highlighted trends that comms pros need to have on their radar to stay ahead. 

There’s lots to unpack, but no need to sift through every story—we’ve got you covered! Here’s your quick cheat sheet of the key trends and themes to watch in 2025:

Analysts predicted NRF to be a prime opportunity for RMNs to pitch themselves to advertisers, and it seemed to prove to be true. In a very crowded market landscape, it was brands that emphasized their RMN’s unique selling points (USPs), like Walmart Connect and Walgreens Advertising Group, that stood out. For comms pros, this further reinforces that it is critical to do the following (outlined in further detail in Kite Hill PR’s own RMN playbook):  

• Address your go-to market and launch strategy

• Leverage an always-on communications approach

• Prioritize and develop captivating thought leadership content

• Level up on earned media and owned events

“Computer vision,” or AI that lets machines “see” and interpret visuals, is sparking excitement about a retail revolution. This technology aims to transform retail, offering insights into everything from store layouts to productivity. H&M is already leading the charge, using computer vision alongside RFID tech to streamline operations. 

For B2B communicators in the space, this trend signals new storytelling opportunities. From highlighting a brand’s tech savvy transformation to demystifying AI for the average consumer, the possibilities are endless. Remember, though — as we mentioned in our CES 2025 recap, AI is no longer a USP; it is table stakes. When working your brand’s or client’s AI solutions into creative narratives, remember to highlight them as part of an evolved market solution, rather than the main event. 

Personalization is no longer optional; it’s the expected standard. Brand retailers like Starbucks and Levi’s are doubling down on AI and data to create customer experiences that feel tailored, meaningful, and memorable. Gone are the days of one-size-fits-all-messaging — this is the era of hyper-targeted communications that resonate on an individual level. Personalization is a communicator’s new superpower. 

2025 promises to be a transformative year for the retail media landscape, and beyond — a moment to embrace bold opportunities and redefine what success looks like for all. Stay ahead by identifying the most promising innovations and leveraging emerging technologies to drive meaningful results. And, always remember: at the heart of every campaign is a person. Lead with empathy, craft with care, and ensure every decision resonates with the real-life experiences of those you aim to impact. 

— Alain Rapallo, Senior Account Supervisor

CES 2025: Recapping Tech’s Biggest Show - from AI to Retail Media

This year, it felt like CES was back in a big way. Our feeds were buzzing with new product announcements and lots of talk of AI. On the showfloor, there were gadgets and gizmos aplenty. Some of the biggest developments, however, happened adjacent to the showfloor. 

Marketers were keen to show how AI can produce better outcomes, advertisers discussed the consequences of Meta’s end to its third-party fact checking policy, alternative currencies made a strong comeback (:eyes: we’re looking at you, Paramount and VideoAmp), retail media continued to boom, and big-name content entertainment providers made big moves to evolve their advertising efforts beyond the big screen, like DIRECTV strategically announcing its plans to launch a dedicated out-of-home ad network. 

And while CES may be tech’s biggest show, we’re recapping the main takeaways from a communicator’s perspective:

AI is reaching an inflection point, and 2025 is the year to put words into action.

What was once a unique selling point (USP) has now become table stakes, with many, if not all, tech companies touting new, AI-enabled solutions at the show. At Kite Hill PR, we’re working with clients to revise their messaging and lean into their differentiators. In doing so, we find it most beneficial to highlight any new, integrated AI capabilities as part of an evolved market solution, rather than the main event. 

Big Tech is experiencing big shakeups, signaling a stronger need for communications that instill trust in an era where misinformation runs rampant.

We are entering an era in which trust is becoming one of the most valuable attributes for brand communicators. It’s a skeptical consumer landscape, with hot-button cultural moments moving fast. The brands best primed for success are those that are taking a close look at their messaging narratives and revising them to inspire a renewed sense of trust and connection with their intended audiences.

Retail media continues to boom, and brands are placing greater emphasis on measurement — for communicators, this means understanding how to create and execute a strategy that will help your brand’s retail media network stand out from the crowd is critical.

Amazon dropped some big news during the show, making the retail media landscape even more crowded. If you’re a communicator looking to help your brand’s burgeoning network break ground, you must do the following:

• Address your go-to market and launch strategy

• Leverage an always-on communications approach

• Prioritize and develop captivating thought leadership content

• Level up on earned media and owned events

While this may seem daunting, Kite Hill PR recently developed an RMN playbook, specifically designed to help communicators stand out and win. 

Attendees could not escape CES without hearing chatter about the implications of Omnicom’s acquisition of Interpublic Group (IPG). In fact, Axios’ Kerry Flynn commented on showgoers feeling an increased presence of bankers and investors roaming the floor — given the fact that adtech M&As are skyrocketing, this doesn’t feel all too surprising.

At Kite Hill PR, we’ve been behind some of the biggest M&As in tech, media and advertising, including Teads and Outbrain; Spotx and Magnite; TMB and Jukin Media; Vivvix and MediaRadar; Lucid and Cint; Tapad and Telnor and more. Need tips to help you prepare for your own? We have a lot to say on this topic; in short — define your narrative early, prepare your spokespeople often, and leverage multiple channels of communications when you’re ready to officially announce your deal.

With CES in the books, we’re on to the next trade show in what’s quickly becoming a year of seismic shifts and vast opportunities for communicators. Stay tuned for more insights to come!

Ringing in the New Year: Kite Hill PR’s Goals and Resolutions for 2025

New year, new opportunities! While every day can be a great day to set new goals, there’s nothing like welcoming a new year with reflection and goal setting. The Kite Hill PR team takes advantage of this time to think about what we aim to achieve this year, both in our professional and personal lives. 

As an agency, we strive to deliver best-in-class work for our clients. By reflecting on the previous year and goal setting for the year ahead, we keep in mind our agency values to stay agile in times of change, prioritize balance, invite candor into our conversations, collaborate effectively, and remain passionate about what we do inside and outside our work lives. 

Cheers to a productive, fruitful and collaborative 2025 ahead!

In 2025, I plan to prioritize joy, health and mindfulness to fuel both my professional and personal passions. I look forward to relishing in many beautiful moments with my close family and friends, and want to soak in every second of this New Year!

- Mackenzie Sikora, Senior Account Director 

My #1 goal is to acclimate to being a working mom. I'm eager to attend events this year and continue to expand my industry knowledge – and connect with other moms!

- Sammy Jordan, Senior Account Director

In the coming year, I would like to be more intentional with my time, prioritizing activities and relationships that bring me joy and personal growth. I want to continue learning and will spend more time reading. I also aim to become more actively engaged in my local community.

- Kyle Murray, Account Director

In the year ahead, I’d like to build on my 2024 momentum both personally and professionally. I can't wait to look back at this time next year and feel incredibly proud, grateful, and tired from all that I will have accomplished in 2025. I also resolve to throw the greatest wedding party of all time.

- Maggie Stasko, Senior Account Manager

In 2025, I’d like to forge new connections, continue to advance my professional skills and dedicate more time to my favorite hobbies (creative writing, swimming, gardening, etc). I’m excited for the year ahead and look forward to making memories with my family, friends and beloved pup, Sonny!

- Alexandra Morrison, Account Manager

My goal for the upcoming year is to embrace growth while being more patient and compassionate with myself. I want to allow room for mistakes, celebrate progress—no matter how small—and approach challenges with a sense of curiosity rather than pressure. By balancing professional aspirations with personal mindfulness, I hope to create space for meaningful relationships, intentional living, and moments of joy that fuel both my work and personal life.

- Lara Schembri, Senior Account Executive

In 2025, I’m focusing on being the best version of myself! I aim to create and stick to healthy habits in both my personal and professional life, stay consistent, prioritize learning new things, pick up new hobbies and find joy in every day activities. 

- Kaela Resendes, Senior Account Executive

My goal for 2025 is to prioritize growth and learning! I'm excited to collaborate and brainstorm new ideas and strategies to elevate our clients' success. Excited to start the new year with a fresh outlook! 

- Olivia Ly, Account Executive 

My goal for 2025 is to not be scared to try new things and broaden my horizons. I’d like to start new hobbies, meet new people, and start embracing change! 

- Lauryn Russell, Account Executive

My goal for the new year is to prioritize balance and gratitude on both personal and professional levels! There are many exciting things coming up this year, and I’m looking forward to enjoying these moments with my peers.

- Julia Worthington, Account Executive

Kite Hill PR Named 2024 Ragan PR Daily Award Finalist for ESG Communications

The recognition spotlights the agency’s agile, results-oriented public relations program with Climate Tech client, Sapphire Technologies

Kite Hill PR, an award-winning, agile tech PR agency with deep expertise in serving adtech and media clients, has been named a finalist in Ragan’s 2024 PR Daily Awards in the ESG Communications category. The agency’s public relations campaign for Sapphire Technologies, a leading developer and manufacturer of energy recovery systems for hydrogen and natural gas applications, received honorable mention, alongside other notable campaigns. 

Ragan’s PR Daily Awards highlight exceptional campaigns and initiatives across the industry, with winners representing the pinnacle of creativity, strategy and execution. Kite Hill PR was selected as a finalist thanks to the company’s ability to employ earned media strategies to educate the market about energy recovery systems, Sapphire Technologies’ technology, and its leadership’s insights. 

“At Kite Hill PR, we aim to provide best-in-class service, and that starts with developing tailored, comprehensive PR programs designed to help our clients reach their goals, and drive better business outcomes,” said Tiffany Guarnaccia, founder and CEO of Kite Hill PR. “Our work with Sapphire Technologies has helped elevate the company to its current status of ‘industry trailblazer.’ We are proud to represent Sapphire Technologies, and honored to receive recognition from Ragan, which showcases the power of strategic B2B communications in driving brand visibility, market education, and business growth.”

Kite Hill PR began working with Sapphire Technologies in 2022 and has since increased its share of voice among competitors by 39.2%, which was in part thanks to the nearly 20 pieces of coverage Kite Hill PR secured for the company’s Series B funding round announcement. Since the start of this partnership, Sapphire Technologies has experienced significant growth with a $10M investment, a 200% workforce increase, and expanded turboexpander technology partnerships worldwide. Today, Sapphire Technologies is a dominant player within the clean energy category. 

To learn more about Kite Hill PR, please visit kitehillpr.com. 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

2024 in Review: Key B2B Tech Trends and a Look Ahead to 2025

2024 was a year ripe for innovation across industries — and perhaps most for media and communications professionals. Newsrooms shrank, social media gained influence, media fragmented and what was once referred to as a “next-generation technology” quickly became this generation’s primary disruptor.

At a bird’s eye view, advertisers embraced the future of measurement via advanced currencies, brands and publishers reevaluated their definitions of brand safety, companies are entering a golden age of climate goals, and content entertainment providers once again evolved their offerings to meet consumers’ changing viewership preferences. 

The common throughline of each and every trend, no matter the industry? Every dollar counts, and the customer counts most. 

With this in mind, 2025 has the opportunity to be a watershed moment for communicators. As we move beyond planning season and start to execute our carefully laid campaigns and activations in support of our new KPIs, we must keep the following principles in mind:

• There is a new media mix in town. Earned media opportunities are just one way to tell a company’s story. The best way to get out there and be seen by the right audiences is to story tell effectively, across channels. Think with Gini Dietrich's PESO Model©, which stands for Paid, Earned, Shared, and Owned media in mind. 

• With PESO in purview, reconsider your content distribution methods. Think through how to best get your news out there. For instance, owned channel distribution (ie. blog content, a webinar) can be a great way to fuel subsequent earned media coverage. Don’t forget to then amplify those earned media wins on shared social channels!

• Be strategic in leveraging B2B influencers. B2B influencer programs are on the rise, and it is quickly becoming an imperative to incorporate them into your communications strategy. B2B influencers offer third-party validation and credibility to your story. Also, gone are the days when the influencers with the most followers had the most impact. Authenticity reigns supreme.

• Embrace mixternal communications. The lines between internal and external communications are blurring. This internal memo from McDonalds is a great example as to why internal employee communications should read as strongly as any public statement to external shareholders. Everything is connected; your messaging should be too.

• AI is ready to be applied. It’s important that communicators view AI and its capabilities as a complementary resource to our efforts. Will it ever replace human value and creativity? No. However, it is a beneficial tool that can be best leveraged to help free up communicators from low-value, administrative-type tasks so that we may have the flexibility to spend even more time on the strategic thinking and execution that matters.

While the future is inherently unpredictable, one thing is clear: 2025 is the year for communicators to evolve, shine and thrive. Contact us today to discuss our industry forecasts and insights further. We’d love to help you achieve your goals and more in the year ahead.

Communications Week 2024: Kite Hill PR Recap

Kite Hill PR CEO and founder Tiffany Guaranccia sat down with Diane Schwartz, CEO, Ragan Communications, to discuss the main themes from the tenth anniversary of Communications Week in Austin, TX. 

Interested to learn more? Tiffany shared further thoughts in this piece with Agility PR: Overheard at Communications Week 2024: Trends for Communicators.

Unpacking 2024’s Biggest Advertising Trends: Insights from our Women in Media & Marketing Meetup

To close out Advertising Week New York, we held our latest Women in Media & Marketing meetup to gather industry professionals to discuss and unpack this year’s biggest advertising trends. Sponsored by Clinch and moderated by CNBC media reporter Lillian Rizzo, the panel featured speakers DIRECTV Advertising’s Rose McGovern, Head of Programmatic & Digital Ad Sales, and Charel MacIntosh, Global Head of Business Development & Strategic Partnerships at Clinch.

Together, the three industry thought leaders explored how fragmentation, data privacy, and new advertising formats are influencing the future of media. To recap a few highlights:

The Challenge of Fragmentation: Opportunity in Complexity

With endless streaming services, social platforms, and content options, both consumers and marketers face overwhelming choices. This fragmentation creates challenges for advertisers trying to reach target audiences, but it also offers new opportunities for engagement.

The rise of free ad-supported streaming (FAST) was highlighted as one way the industry is adapting to these changes. McGovern highlighted exciting news announced at AWNY—DIRECTV’s upcoming launch of MyFree DIRECTV, a free ad-supported streaming (FAST) platform. This initiative reflects the growing trend toward FAST services as consumers continue to seek out free, high-quality content. With MyFree DIRECTV, advertisers will have another avenue to reach viewers across multiple devices, meeting the audience where they are as the market for ad-supported streaming grows.

By embracing these platforms, marketers are finding innovative ways to engage viewers, even as the traditional media landscape shifts. The message was clear: fragmentation is the new normal, and those who embrace its complexity can unlock new opportunities for reaching audiences.

The Power of Live Sports and Tentpole Moments in a Fragmented World

Live sports remain a unique advertising opportunity in an otherwise fragmented market. Sports programming continues to unite viewers, offering brands the chance to reach large, engaged audiences during key moments. In particular, McGovern shared how brands are leveraging sports data to inform ad placements, ensuring that campaigns align with the real-time engagement of viewers during live games. 

New Ad Formats and the Future of CTV

The panelists also explored how new, innovative ad formats, such as pause ads, are creating opportunities for more dynamic and engaging advertising. These formats allow brands to align their messaging with the viewer’s experience in a way that feels natural and non-disruptive.

For instance, when a viewer pauses live content—whether to grab a drink or call a friend—this presents an opportunity for advertisers to deliver personalized ads that are relevant to the context of the moment. Such innovations are making CTV a more interactive and valuable platform for brands, and the panelists expressed optimism about the potential for continued growth in this space.

Embracing AI in Advertising

Artificial intelligence (AI) was another hot topic, with both panelists exploring how generative AI is being used to streamline campaign management and improve the user experience. AI-powered tools are enabling advertisers to make faster decisions, optimize campaigns in real time, and enhance the effectiveness of their creative efforts. 

As the media landscape continues to evolve, the ability to adapt to new trends, collaborate across platforms, and leverage cutting-edge technologies will be critical for brands looking to thrive in this complex and dynamic environment.

Until our next Women in Media & Marketing meetup! Join ourgrowing community to stay in the loop on upcoming events. Interested in speaking at or sponsoring or next event? Reach out to us at hello@kitehillpr.com.

Sustainability & Climate Tech Communications: Tips from the Top

In this week’s Climate Week NYC webinar, we at Kite Hill PR were proud to host and gather industry experts to discuss the importance of sustainability and climate tech communications. The panel included Nadine Traboulsi, Vice President Marketing, Sapphire Technologies, Danny Grande, Co-founder and CPO, Arbor, and Olivia Burca, Director of Sustainability, Sustainable Future Lab, and was moderated by our very own Emma Wolfe, VP.

The panelists discussed the importance of scaling early-stage climate technologies and the impact of the US election on the conversation around climate change and sustainability. They also shared insights on what business leaders are focusing on now and the challenges they face in sustainability communications. 

Here are the top 5 key takeaways:

1. Scaling early-stage climate technologies is critical to combating climate change. Companies should keep assisting early-stage climate tech companies top of mind to support their growth and prevent them from losing funding and stifling innovation.

2. Sustainability communications should be laser-focused on the business's goals, mission, and vision. Brands should navigate the balancing act between political and regulatory environments by keeping their sustainability communications focused on their core values.

3. Companies must be simple, transparent and authentic in their sustainability communications. By acknowledging that the organization may not have all the answers or data yet, they avoid greenwashing and build trust among key stakeholders. 

4. Cross-functional collaboration is essential for effective sustainability communications. Collaborate with the legal team from the beginning to align on the roadmap and avoid potential challenges. Involving legal teams and other stakeholders early in the process and ensuring transparency across the organization.

5. Communicators should avoid a "doomsday" tone when discussing climate change. Instead should focus on highlighting the positive impact of sustainability initiatives and the potential for businesses to lead the way in addressing climate change.

Bonus Tips

• Stay agile: The climate conversation keeps evolving. If you are an entrepreneur or an already established industry leader, agility is the name of the game.

• Implement a process: Prioritizing key targets and implement Large Account Management Process (LAMP) or a Sprint.

Thank you once again to our moderator and panelists — their insights on how these trends can impact business leaders, marketers, and communicators are invaluable. We also extend our gratitude to our fantastic audience for joining us in celebrating New York City's Climate Week.

Did you miss it? Visit our website to catch the playback, and be sure to pass it along to any colleagues who you think might be interested!

— Maggie Stasko, Senior Account Manager

Elevating Sapphire Technologies' Brand Visibility: A Case Study in B2B Communications

With a growing climate tech PR practice, our team was thrilled to partner with Sapphire Technologies, a leading developer and manufacturer of energy recovery systems for hydrogen and natural gas applications, in August 2022. The partnership aims to enhance brand recognition and so, we devised a strategic earned media program tailored to establish Sapphire Technologies as a dominant player within the clean energy category.

Known for our expertise in B2B communications and climate tech PR, we recognized an opportunity to amplify Sapphire Technologies' brand visibility. Via a phased, earned-first program, the team set out to educate the market about energy recovery systems, Sapphire Technologies’ turboexpander technology, and its leadership team's unique insights.

We executed the initial program in two phases:

• Phase I: Category creation and marketplace education

• Refined company messaging. 

• Educated journalists via informational and introductory briefings.

• Phase II: Emphasizing ownership of the turboexpander technology category

• Leveraged new partnership announcements.

• Created a thought leadership platform for executives.

• Increased newsjacking around relevant tentpole moments in the energy sector.

• Results:

• 32.9% increase in Sapphire Technologies' share of voice among competitors from August 2022 to August 2023.

• ~20 earned media placements secured, garnering 200+ million impressions.

• ~12 byline articles published on behalf of Sapphire Technologies executive team.

During our partnership, Sapphire Technologies experienced significant growth, including: 

• $10 million investment in the company

• 200% workforce increase

• Expanded turboexpander technology partnerships worldwide

Notably, over the two-year partnership, Sapphire Technologies’ turboexpanders have been deployed by prominent global organizations, contributing to the generation of clean energy and fostering environmental sustainability. Currently, the company aims to expand to South America and the Middle East, targeting pilot projects with leading oil and gas companies.

The work that our team has done showcases the power of strategic B2B communications in driving brand visibility, market education, and ultimately, business growth. Thanks to strategic planning, our skilled media professionals helped Sapphire Technologies emerge as an industry trailblazer, paving the way for continued success in the years to come.

Curious about how we can help your business stand out in the crowd? Contact us at hello@kitehillpr.com to connect with one of our climate tech PR experts and discuss your goals today.

Kite Hill PR Releases PR Playbook for Retail Media Networks

The leading B2B tech PR agency adds new retail media toolkit to a growing list of resources meant to help brands across key market verticals develop and execute communications strategies

Kite Hill PR, an award-winning, agile tech PR agency with deep expertise in serving adtech and media clients, today announced the launch of “The PR Playbook for Retail Media Networks,” a comprehensive guide that outlines effective communications strategies for new players in the category, including an overview of communications channels and tactics for leveraging earned media. 

The retail media network (RMN) industry is booming. According to eMarketer, US omnichannel retail media ad spend will total nearly $60 billion in 2024, a growth of 28.6% YoY.  As more and more retailers navigate how a media network may fit into their business goals and strategy, Kite Hill PR’s playbook was created to help brands create and execute a PR strategy aimed at driving awareness of new players in retail media. 

“With ten-plus years of experience in creating and leading innovative public relations campaigns for adtech, marketing and media businesses, we are sought after media relations experts in this category and look forward to supporting both established and new players in the space as they carve out their niche and unique growth path ,” said Tiffany Guarnaccia, CEO and founder of Kite Hill PR. “The playbook was designed with the modern marketer in mind, and is another resource to help brands leverage communications to navigate competitive and rapidly evolving landscapes. 

The playbook outlines four crucial steps to developing an external communications plan, including:

1. Addressing your go-to-market and launch strategy

2. Leveraging always-on communications

3. Prioritizing and developing thought leadership content, and

4. Leveling up earned media and owned events

Kite Hill PR launched in 2013 as an adtech PR specialist agency and has since expanded its practice areas to include media & entertainment, climate tech, enterprise tech, and more. Kite Hill PR’s deep understanding of the current landscape has given the agency the expertise to help brands create the external communications elements needed for developing overarching sales and marketing plans when introducing an RMN. 

The PR Playbook for Retail Media Networks is part of a growing list of resources Kite Hill PR has developed to help brands navigate and execute communications strategies. Earlier this year, the agency released its first e-book, “Mapping Your Career Constellation,” as a modern-day guide to mentorship. 

For more information on Kite Hill PR services and / or a deeper dive into the playbook, please contact Hello@KiteHillPR.com.