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 the PESO (Paid, Earned, Shared, Owned) model 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.

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

Preparing for an M&A Announcement? Here are a few key things to consider:

Across industries, we’re seeing a rise in mergers and acquisitions (M&A) — in fact, the first half of 2024 saw almost double the number of significant adtech transactions compared to the same period in 2023 and the EY-Parthenon Deal Barometer forecasts 2024 US corporate M&A deal volume as a whole to increase by 20% by year’s end. Understanding the impact a pending merger or acquisition can have on an organization can help communicators move with agility to provide the right level of strategic support so that they can develop and deliver the right messaging to all affected internal and external stakeholders.

At Kite Hill PR, we have 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.

Whether your company is still in the early stages or you’re ready to announce, these tips can help you create a dynamic communications strategy when devising an M&A announcement:

1. Ahead of the announcement, define your narrative, and ensure messaging addresses all affected stakeholders.

Begin by asking yourself: when are you announcing the merger or acquisition and how? Who needs to be informed from the first stage? What messaging can you prepare in advance for external stakeholders and media, as well as internal stakeholders i.e. employees, clients, etc.? What is the rollout communications strategy to inform parties?

Aligning on and outlining these details before any next steps are taken can be a crucial part of the planning process. Don’t skip it — ensuring all necessary stakeholders are involved from the beginning can help decrease any confusion or uncertainty throughout the process.

While it may be tempting to want to avoid the tough questions and answer them on a need-to-know basis, that’s not practical. Work closely with the executive and legal teams to build a list of any and every hard question that may be asked and prepare answers in an FAQ doc that can be circulated across the company to key executives. 

The media, in particular, will be interested in the origin of this deal and how it came to be, and they may also want to dig deeper into the business strategy (such as financial aspects or employee security, etc.). Employees will likely want to know how this business deal affects them and their job security. Clients will likely want to ensure their business won’t be negatively affected by the deal. Be prepared to address these questions head on.

2. Prepare your spokespeople. Consider having a spokesperson from each side of the deal and arm them with clear and consistent messaging. 

Your spokespeople likely understand the nature of the deal, but do they know how to communicate it? 

During any M&A announcement, spokespeople have an important role to not only tell the story but also reassure employees, clients, and other stakeholders as to why this is beneficial. Ensure your spokespeople are prepared via proper messaging development (ie. do they have a media FAQ, a client FAQ, a Town Hall script to address employees?). Offer to conduct media training sessions and practice runs ahead of the big reveal.

3. Leverage multiple channels of communication when a deal is announced. 

Don’t put all your eggs in one press release basket. 

This is the time to leverage earned, owned and shared channels. Publish blog posts and articles on the company website and social media channels, discussing the acquisition and its implications for the industry.

Issue a joint press release announcing the acquisition. Hold a media briefing to provide more details about the transaction and answer questions from reporters.

Make your communications on the announcement clear and in alignment across all channels to ensure you’re reaching all intended audiences. 

4. Continue the conversation in the media by highlighting the importance of the deal and the positive impact on the combined customer base. 

Leverage your own success stories by developing a series of case studies and white papers that demonstrate the value of the two company's now combined solutions.

Conduct outreach to key industry analysts and influencers to brief them on the acquisition and gather their insights.

Offer key reporters valuable face time with the spokespeople from each company leading the efforts around the deal. 

While there are many elements to preparing when it comes to M&A, an effective communications strategy should be a top priority. In the midst of uncertainty, information should help reassure people and be shared as available through the proper channels.

Want to discuss further? Reach out to hello@kitehillpr.com. We’re here to support you!

A Look Back at H1: Key Trends & Communications Takeaways

As communicators, we understand the importance of staying agile — and the best way to stay agile is to reflect back on key market moments, as often as possible, and extract lessons from those moments to inform future business decisions. With that in mind, we’d like to reflect on the trends that have shaped the first half of the year and help you pull out insights and communications takeaways to guide you and your teams through a strong H2. In this blog post, we'll dive into four key areas that have seen significant developments: Retail Media, CTV, and Climate Tech.

The Rise of Retail Media 

2024 has been the year of the retail media boom, with new networks popping up across every industry, from PayPal’s announcement of a new advertising platform to United’s launch of the airline industry's first media network to The Home Depot’s debut of its own retail media network, Orange Apron Media. Given its meteoric rise, it’s clear retail media is expanding beyond sponsored product listings. It now includes video ads, display ads, shoppable livestreams, in-store options and more, giving brands a variety of formats to engage with consumers.  

The CTV Boom

CTV has solidified its position as a must-have channel for advertisers in 2024. With 56% of new subscribers opting into ad-supported streaming models, up from last year’s 39%, it’s more important than ever for brands to tap into the potential of meeting consumers in their homes. This is further indicative as we look at the numbers and trends coming out of this year’s Upfronts. The market was slow to pick up steam this year and saw streaming services lowering their prices amid inventory oversupply.

  • Comms Takeaway: The changes happening in both retail media and the CTV and Upfront markets mean increased competition for advertiser attention. For communicators active in these markets, this means that continuing to elevate awareness and visibility around your brand and offerings is even more important. Strategic thought leadership plays are paramount, particularly keeping in mind that the intricacies of these growing markets can feel overwhelming and confusing. Communicators may wish to leverage smart thought leadership to help answer some tough questions for their targeted audiences. For instance, how can advertisers leverage platforms to their full potential? How should marketers allocate budgets? The companies who are able to cut through the noise and resonate are the ones who will likely capture more ad dollars. Education-led and purpose-led content initiatives are great ways to engage with audiences. 

Climate Tech

During the first quarter of 2024, the climate tech industry showed remarkable resilience and growth, standing out amid the economic slowdown that affected the venture capital community. Climate technology startups secured an impressive $8.1 billion in funding during this period, a testament to the immense potential for growth in this sector.

This sector is driven by a few variables, including regulations and industry groups that ask companies to meet certain sustainability objectives. The Election will play a big role in setting the agenda for the next four years. Consumer expectations and preferences are another driver of change and provide more consistency, reliability and incentive for continued growth for this industry. 

  • Comms Takeaway: As the Presidential election approaches, companies specializing in climate technology products and services must strategize against two distinct outcomes. Each party represents a distinct platform that will impact regulations and likely interest from corporations to push on or stand by on climate-focused initiatives. Communications initiatives that aim to help companies maximize the opportunity for either result are prudent to consider. 

— Gina Preoteasa, EVP, Client Success

Cannes Lions 2024 in review: A communicator’s outlook on a big year for PR

Image via agilitypr.com

This article was originally published on AgilityPR.com.

As the curtains fell on another successful Cannes Lions International Festival of Creativity, the global advertising and marketing community left the French Riviera with a wealth of inspiration and insights. While many noteworthy themes and trends were discussed throughout the week, three areas stood out in particular: artificial intelligence (AI), sustainability, and PR lead campaigns. 

PR wins at Cannes

As professionals in the PR field, we were elated to witness award wins by PR firms and earned-first creative. Historically, Cannes Lions has primarily focused on recognizing excellence in advertising and marketing, often awarding campaigns in the PR category to advertising agencies. However, this year, PR claimed its place in the limelight.  

Golin made history this year, winning two Grand Prix Lions, the first time a PR agency has won a Grand Prix with sole credit for its creative work with Specsavers. Other notable wins were by Ogilvy PR New York for CeraVe, Edelman Toronto and Salutem New York for Allegra Airways, and The Martin Agency for Solo Stove. Earned-first campaigns are the backbone of PR, and their effectiveness is reflected in the awareness and visibility they bring to brands, businesses, and the people they highlight. It was a truly banner year for the PR industry. 

Artificial intelligence

As expected, AI continued to be a hot topic at Cannes this year. With the revised Cannes guidelines prompting advertising professionals to disclaim AI-generated or influenced creative content, AI was poised to be put center stage in a way that it had not yet been at the festival. While the discussion was hot, it was met with more hesitation this year. Last year was about posturing and pointing to hypothetical use cases. This year we saw companies tout the rollout of AI products and solutions designed to create more personalized and targeted campaigns.  

Creators

This was the first year that the official Cannes Lions programming had a dedicated track to Creators, which took place on Thursday. To many, this signified the importance of creators as a part of the media mix. As a heated election cycle nears, many brands are considering increasing spend with creators in a bet that creator-generated content will be more brand-safe.  

Sustainability

Sustainability emerged as a pivotal theme, compelling brands to recognize the importance of addressing environmental and social issues. The ‘Net Zero: License to Operate’ panel, hosted by 51toCarbonZero, underscored the need for companies to take a clear stance on emerging sustainability guidelines. Notably, sustainability has transitioned from a discretionary consideration to an imperative, reflecting the industry’s response to global concerns. 

This demand stems from various stakeholders, offering companies an opportunity to proactively communicate their approach to sustainability and stay ahead of the curve. Panel moderator Richard Davis, Co-Founder & CEO at 51toCarbonZero, pointed out, “Policies are easy, but behavioral change is hard.” Read more about this panel on our blog here.  

The Cannes Lions International Festival of Creativity provided insightful revelations and showcased the evolving landscape of the advertising and marketing industry. The prominence of PR lead campaigns, the continued impact of artificial intelligence, and the growing importance of sustainability were evident themes throughout the event.  

As the industry continues to adapt and change, it’s clear that creators, AI, and sustainability will play pivotal roles in shaping the future of creative campaigns and brand communication strategies. Cannes Lions 2024 has truly highlighted the growing synergy between innovation and creativity within the communications, marketing and advertising realms. 

- Tiffany Guarnaccia, CEO and Founder

How has the Conversation About Sustainability Evolved at Cannes Lions?

Net Zero: License to Operate Panel with Jean-Marc Papin, SVP of Media Technologies at Horizon Media; Julie Selman, SVP Head of EMEA at Magnite; Simon Sikorski, President of Global Operations at XR Extreme Reach; and moderated by Richard Davis,  Co-Founder & CEO at 51toCarbonZero.

We kicked off our first day at Cannes Lions 2024 by attending the session “Net Zero: License to Operate” on sustainability early Monday morning on RTL Beach. The breeze was still cool, but the conversations were heating up at 9 a.m. as the week’s events started. 

As an agency with communications expertise that straddles the adtech and cleantech industries, we were keen to converse and convene with industry leaders who are as passionate about this issue as we are. 

Jean-Marc Papin, SVP of Media Technologies at Horizon Media, noted that they all started with passion. “We are more than an ecosystem, we are a community. It is a movement that also includes clients who are passionate. It is a beautiful, collaboration moment.” 

Panelists from Magnite, Horizon Media and Extreme Reach answered questions from Richard Davis,  Co-Founder & CEO at 51toCarbonZero, as he postured that the industry is at an inflection point. With new regulations and new industry bodies putting a spotlight on this issue, the time to act is now. He also noted that the industry moves when there is a request from a client. 

Julie Selman, SVP Head of EMEA at Magnite, supported his point by noting that embracing suitability is important for both clients and employees. Sustainability has been mentioned in more RFIs. 

Davis noted, “Policies are easy, but behavioral change is hard,” as he pressed the panelists for more details on their specific actions. 

Simon Sikorski, President of Global Operations at XR Extreme Reach, noted that there is a move from intent to measurable outcomes. They are now working with AdNetZero and Scope3 and, interestingly, added measurement of linear as they look to get ahead of the curve. 

Overall, as new sustainability guidelines roll out it is table stakes for companies to have a point of view on these issues. It has gone from a ‘nice to have’ to a ‘must have.’ The demand is coming from many stakeholders, and there is a huge opportunity for companies to proactively communicate their approach and get ahead of the curve. 

Interested in more industry and event perspectives? Follow the Kite Hill PR blog for our next recap, or check us out on LinkedIn for timely updates.

- Tiffany Guarnaccia, CEO and Founder of Kite Hill PR

Key Trends And Predictions For Cannes Lions 2024

Image via commpro.biz

This article was originally published on CommPro.Biz.

As the Cannes Lions Festival of Creativity quickly approaches, some of the hot discussions that will shape future industry trends are bubbling up. With just a few weeks until showtime, agendas have been announced, communications plans are in motion and the pre-conference buzz already points to industry trends to watch for the remainder of 2024. 

Let’s dive into each of these trends.

Exploring The Intersection Of AI And Creativity

Last year, we saw an initial wave of marked (albeit, timid) interest in discussions around AI; this year, AI is squarely on the agenda and integrated through every facet of the festival. Talks of nascent-stage, experimental solutions have transformed to discussions around how best to implement practical, real-world applications to achieve better business outcomes.

Just take a look at the new AI disclosure in the event’s jury process. The implementation of this disclaimer shows that AI is not only being acknowledged and implemented by the festival, but regulated in its use.

We anticipate we’ll see top industry leaders illustrate AI’s undeniable industry influence and progression this year, as many take center stage to debate and explore its impact on the creative process and its potential to accelerate innovation across creatives and communicators. I like to say — it’s an enabler, not the enemy. Adoption in AI is moving quickly, and it’s the creative professionals who are getting involved with it now — and investing the time to understand how to best implement it into their current workflows and comms strategies — who are going to see the most success in the long term.

Continued Discussions On Inclusion, Purpose And Sustainability  

The Cannes Lions Festival consistently demonstrates its commitment to diversity, equity, and inclusion (DEI), and this year is no exception. One of the noticeable changes in 2024 is the introduction of an option for award candidates to share their responses to sustainability and DEI questions with the jury. This step aims to promote transparency and encourage those who have made progress in these areas through their creative comms strategies to showcase their achievements. 

Separately, sustainability will be a more prominent theme at Cannes Lions in 2024. Ad Net Zero, for example, will be leveling up its festival presence to focus discussions on reducing the advertising industry's carbon footprint. 

These developments at Cannes Lions 2024 suggest a renewed, recentered focus on incorporating inclusive and sustainable elements into every aspect of the creative process—from ideation to execution. As communicators prepare to attend Cannes and take away key lessons to help inform their 2H planning strategies, authenticity and transparency in communications are no longer “nice to haves”; they’re critical. 

Awards Will Be Won For Campaigns That Measurably Move Businesses Forward 

Today’s business environment requires a laser focus on quantifiable results. Winners will showcase the direct and indirect effects of their campaigns on crucial business goals, moving beyond conventional metrics like reach, impressions, and clicks. This requires a sophisticated approach to measurement, aligning metrics with the organization's broader goals and strategies. 

As these trends shape the future of marketing and PR, the festival serves as a pivotal platform for industry professionals to showcase their innovative campaigns, engage in meaningful discussions, and set new benchmarks for excellence. Cannes Lions 2024 promises to inspire and drive the advertising, marketing and communications industries forward. 

- Tiffany Guarnaccia, CEO and Founder