The Top Five Super Sunday Commercials

Tom Brady and the Tampa Bay Buccaneers weren’t the only winners from this year’s big game; several marketers scored big in the #BrandBowl off the field, with a few themes rising to the top.

One of the earlier commercials that caught the attention of many Kite Hill employees was the General Motors spot featuring Will Ferrell and his hatred for Norway as the leader in the electric vehicle industry. 

We noticed at least three companies (Robinhood, Oatly, Klarna) that have been making headlines recently for PR issues and took the opportunity to get some brand recognition, and perhaps turn things around. 

Wayne’s World & Cardi B’s Manipulation to Eat Local with Uber Eats blended nostalgia and shameless endorsement to focus on the cause of supporting local restaurants.

But for us, the biggest winners overwhelmingly had current event ties:

Bud Light Seltzer Lemonade is a great spot, but incorporating Dude with Sign attending the Big Game and sharing on his social media platforms was in our opinion, the best use of an influencer.

The five-second Reddit spot got people talking. Admittedly, we missed the spot in real-time because it was so brief but immediately saw the chatter on social media.

McDonald’s Driving Thru felt all-too-real yet unforced. Second, only to the Anheuser Busch Let’s Grab a Beer spot, which was released prior to the game, as the most relatable ad. After nearly a year of a pandemic, we all miss the mundane, including airport delays!

Special honorable mention goes to Drake from State Farm, which we thought was flat-out funny. What were your favorites?

• Rachel Hadley, Chief Operating Officer

Kite Hill's Professional Goals for 2021

The beginning of the year signifies a fresh start and a new outlook for the year ahead. As both personal and professional lives of many have adapted to abrupt change these past months, now is the perfect time to set career-focused goals for the New Year. At Kite Hill, we encourage everyone to participate in career-focused goal setting to expand, focus and hold ourselves accountable for how we navigate through our professional journey. 

We asked some of our Kite Hill employees to share their goals for 2021. Here’s what they shared.

“I want to find creative ways to reconnect with my network. With everyone battling Zoom fatigue, I'm going to take advantage of other methods of communication like snail mail.” - Rachel Hadley, Chief Operating Officer

“A few of my goals are to work smarter and also to take advantage of Kite Hill’s unlimited time off! I also want to stay up to speed on the fast-moving possibilities of data and performance marketing.” - Jeanne Meyer, Chief Client Officer

“I want to find a hyper-local group of like-minded professionals to connect with and build new relationships.” - Phyllis Beck, Office Manager

“One of my goals is to be more intentional. I find that it can be so easy to get caught up in ‘keeping up’ with our daily tasks that we forget or forgo moments to take a breath, reflect, and then act. In 2021, I strive to stay focused on not just the goal, but the bigger picture.” - Mackenzie Gavel, Account Supervisor 

“This year I want to challenge myself to always be learning. I want to participate in more workshops and online events to further hone in on my PR skills.”  - Moira Shannon, Account Manager and Marketing Specialist

“In 2021, I want to continue to build strong media relationships and stay up to date with the latest on all things media and tech.” - Rachel Wyncoop, Account Manager

“This year I would like to focus on increasing my industry knowledge and staying on the pulse of trending news. I would also like to join a professional organization and expand my professional network.” - Krystal Parker, Account Executive  

“As I continue working on bylines and pitches I want to improve upon my writing skills. I also want to spend more time staying on top of industry news in order to share valuable editorial opportunities with clients!” - Kiera Fitzgibbon, Account Executive 

“One of my professional goals for 2021 is to continue to learn. As I am just starting out in my professional career, I want to be able to learn as much as I can so I can continue to expand my knowledge and grow my skills.” - Kerriann Becker, Account Associate

By prioritizing professional goals, you can successfully navigate your career in the year ahead.

• Krystal Parker, Account Executive

Key Technology Trend Takeaways from CES 2021

For the first time ever, the world’s biggest consumer technology show, CES 2021, went virtual. There were no flights to Vegas, no taxi shortages, no press conference showdowns, no unwanted foot blisters or hangovers. There were, however, still some very big takeaways that should be on every tech professional’s radar as we continue into the year ahead.

Pandemic Tech

We’d be remiss to not first talk about the most obvious trend: pandemic tech. Companies are on a new mission: to do good by promising to fight the virus as best they can muster. LG promised to kill up to 99.9% of bacteria through its new InstaView Refrigerator, which uses UVnano technology to sanitize drinking water. Remember when the cell phone was grosser than a public toilet seat? No more! CES 2021 saw a number of new UV sanitizers debut, fighting for market share through promises to (s)wipe our phones clean once and for all.

Smart Home Tech

Have we reached the point yet where we can start referring to the smart home as… just a regular home? Because if CES 2021 showed us anything, it’s that everything in the home can now be connected and that the market is absolutely booming during a time when many of us rarely leave it. Samsung (yes, you read that right) announced the JetBot 90 AI+, a robot vacuum that not only cleans the house but can serve as a roving security camera. The company also announced AI-powered washers and dryers for those interested in cleaning their clothes more effectively. Oh yeah, and there are now AI smart cribs ready to bounce your sleeping baby back into a gentle slumber. Sound like cool updates? Great! It gets weirder. Toto, perhaps capitalizing off today’s pandemic-ensued health worries, released the concept for a new Wellness Toilet. Apparently, the toilet will be able to examine our stool to determine whether or not we’re healthy. Sound…invasive? Don’t worry; it likely won’t hit the market for another few years.
Entertainment Tech

Similar to years past, CES 2021 saw an impressive range of new 4K and 8K TVs hit the market from the likes of Samsung, Sony, and LG. Streaming executives also met for a dynamic panel on January 12 that touched on everything from the 2020 boom in streaming services for today’s savvier consumers. The free, ad-supported streaming TV model seems to be gaining rapid momentum thanks in part to ongoing stay-at-home orders. Amazon is even enhancing its Alexa technology to encourage a more personalized TV viewing experience for at-home consumers.

Transportation & Mobility Tech

Is the era of ridesharing over? Not quite, but with pandemic-related concerns on carpooling, this year’s show saw more of a focus on personal and private forms of transportation. GM unveiled a personal, electrical Vertical Take-Off / Landing (VTOL) Cadillac. Sound familiar to a flying car? It is a battery-powered, one-person aircraft. GM also showcased its Halo self-driving car concept, designed to personalize luxury car transport and equipped with biometric sensors capable of adjusting to the lighting, temperature, humidity, and scent of an individual’s liking.

5G

From the cool to the wacky, all the latest gadgets and gizmos released at CES 2021 will need a powerful network -- 5G to be more specific.  5G was everywhere at this year’s show and the subject of the show’s first keynote. Hans Vestberg, Verizon’s CEO, spoke about where we’re at with 5G now, where we’re headed, and just how COVID-19 has accelerated efforts. Those interested can check out the keynote on Verizon’s site here. 

And that’s just the tip of the iceberg.  With another CES trade show in the books, it will be interesting to watch these technology trends evolve in the coming months!

- Mackenzie Gavel, Account Supervisor

What Retail Tech Trends We Can Expect to See in 2021

The holiday season looked different last year—families gathered around dimly-lit computer monitors to partake in Zoom calls and the traditional revenue-driving season for brick-and-mortar saw much less foot traffic. Shopping habits shifted bringing new light to retail tech trends that are sure to continue this year and beyond. 

Here are three of the top retail tech trends we will continue to see this year. 

Leveraging social to connect with consumers 

The halt of in-store experiences in 2020 meant retailers had to get creative in order to give consumers the content they craved. Allon Caidar, the co-founder and CEO of TVPage, said the shutdowns “illuminated the need to have a virtual seller.” Macy’s opened up its Style Crew ambassador program allowing social media influencers to apply and once approved, influencers had the ability to promote affiliate links or post about available products. Tapping social media influencers is a trend that proved to be highly effective in 2020 and will certainly continue to be a top channel for consumer brands. 

Advertising to consumers in new ways 

As consumer shopping needs changed, so did the mediums advertisers used to connect with prospective buyers. This was especially true for marketers in the consumer-good space who benefited from increased needs driven by the pandemic putting ad dollars where consumers were shopping. In fact, Amazon is now the largest global advertiser with net sales surging to $281 billion in 2020. This is a trend that we will continue to see in 2021 especially as more mergers and acquisitions are expected to take place this year in the retail vertical. 

Increasing mobile traffic 

As we continue to navigate an unknown year for retail tech, there are lessons learned from last year that will help pave the way for meeting consumers where they are. 

- Kyle Murray, Senior Account Executive

Capitalizing on earned media opportunities at NRF

Like many trade shows, the annual gathering produced by the National Retail Federation aka NRF -- or better known as Retail’s Big Show -- has found itself setting up on a virtual stage this year. With this virtual  “Chapter One” version of the show in full swing, many brands are still looking to make the most of what always proves to be an essential trade show for retailers across the globe. 

And while NRF has scheduled a follow up  “Chapter Two” version planned as an IRL show later this year, brands still have ample opportunity to capitalize on media opportunities presented to them during the virtual show. As PR professionals, it is our job to ensure that clients attending the Big Show are making the most of this virtual time by staying agile, creative, and nimble in order to garner those top tier earned media opportunities associated with trade shows. 

By taking the right steps before, during and after Retail’s Big Show, here’s how PR professionals can help build strong, lasting media relationships for clients.

Before The Big Show 

Ahead of the show, it’s essential to identify the two W’s: what can your client speak on and who will be leading these conversations. Trade shows are filled with the industry’s best of the best, so it’s crucial to have unique points of view to offer media. Especially at NRF which is always filled with the industry’s top retail tech minds who all have a lot to say about the latest trends and what to expect in the coming year. 
Once those two W’s are confirmed, the pre-pitching begins. Press lists are constantly updated for trade shows and it’s crucial to get in front of these reporters quickly as their schedules often book up in what can feel like an instant. With this in mind, PR professionals should also look to take advantage of pre-briefings before the show even begins. By inserting our clients in early conversations we can better position ourselves for earned media opportunities throughout the entire show. 

During The Main Event 

In-person trade shows are usually filled with media and spokespeople alike running from panel to meeting to coffee and back -- which often can present impromptu chances to build relationships through casual conversation. And while virtual shows don’t have this same feeling, there are still plenty of opportunities to take advantage of relationship building with media. 

As PR professionals, we should be continuously pitching our spokespeople throughout the entire virtual show in order to keep them on the radar of our target media. Whether it’s a phone call or a Zoom session, the conversations during shows are great relationship-building opportunities that often pay off even further down the line. These conversations help position your client as the subject matter expert they are within the industry and can allow the reporter to feel confident in coming back to them time and time again for future stories. So, while it may be a Zoomside, it’s essential to not overlook the power of media briefings during trade shows -- both virtual and in person. 

After The Curtain Closes 

This year especially, the potential for earned media will continue to grow after the virtual Big Show curtain closes. As we lead up to what is hopefully an in-person part two of NRF this summer, we must not forget the art of the media follow-up. As PR professionals we should strive to stay agile and insert our clients in all relevant industry conversations throughout the coming months. Interesting new retail tech trend emerging? Send a friendly hello to that reporter your client had a great Zoom conversation with to share some thoughts. 

Trade shows can truly open the door to building so many relationships with key industry reporters. But, as PR professionals it’s our job to get these relationships to their true potential by proactively building them for our clients in the months following the show.  

- Rachel Wyncoop, Account Manager

The 3 Keys to Producing World-Class Virtual Events

When organizations everywhere pivoted to a virtual mindset due to the pandemic, event marketing was one of the first strategies forced to reinvent itself. While webinars were not a new concept by any means, they quickly oversaturated the market, with virtual conferences and online events popping up left and right. Zoom or Google Meet’s wide accessibility and ease-of-use to digitally host, register attendees, and send out event details lowered the barrier to entry for online event production practically nonexistent, and the costs, significantly lower than in-person events.

However, with a vaccine on the horizon, and normalcy potentially in our reach, we can assume that virtual events will gradually shift back to in-person gatherings. Or, more likely,  given the added benefits of online – low production cost with no travel required – we may start to see more hybrid events (virtual and in-person). 

One thing is clear: virtual events are here to stay. So here are some key tactics to keep in mind to help deliver a stand-out experience.

Content

Content, agenda – whatever you want to call it – making sure the themes, topics, and panel descriptions are exciting, catchy, and designed to provide value will be the first step in making sure your event will capture attention. Is your audience curious about fast-moving trends and craving expertise on a particular subject? Whether you’re a B2B enterprise company aiming at developers or a B2C tech product seeking ways to generate excitement among consumers or retailers, you want to attract attendees. Punchy titles are the first thing potential registrants will see so make it count! 

Speakers

Once you’ve identified the crux of your virtual event, the next step is to secure relevant, can’t-miss speakers to support the topics. You know what the panel should cover, but who is the best person to deliver that message? As with every stage of creating your event, your end-user should be top of mind. If you’re looking to appeal to the decision-makers at companies, make sure the levels or titles of your speakers align with that of the viewer. 

Format

Going virtual offers up the flexibility to adopt a variety of formats: from a  series of 5-minute live discussions with two people, 15-minute fireside chat or half presentation/half learning certification to a one-hour event with 5 speakers, or a full day/week/month of back-to-back engagements. The best events are not just a full day of sessions but produced into shorter bits with a combination of live and on-demand sessions. Choosing the best format should go hand-in-hand with your content and speakers, taking into account your audience and what else (other events or news cycle) may be happening across the industry. 

Events can be a great opportunity for lead generation, brand awareness, and thought leadership, and should be considered as a strategic tactic for all brands and industries. Don’t be afraid to get creative across every stage and try something outside-the-box for the virtual environment. With everyone online, there is still the opportunity to deliver something engaging and exciting for audiences everywhere.

- Sammy Williams, Account Supervisor

Happy Holidays from Kite Hill PR!

A note from our Founder and CEO, Tiffany Guarnaccia

As I reflect on this extraordinary and volatile year,  it’s worth noting  2020’s many bright spots.

The COVID-19 pandemic has deeply impacted the core of the industry and how we communicate and connect with one another. Over the last six months, our role in providing information and communicating change has become clear. More evidently, companies and agencies have made a distinct shift from brand-driven communications to purpose-driven communications. 

The year 2020 has also taught us a lot about how to make and maintain connections in a virtual setting. I’ve found it comforting to see how my team has come together during this unprecedented situation. Dynamic times call for shifting services and a fluid response, and I’ve seen my team activate agility and collaboration not only in their work for our clients but also in their communications with each other. 

I continue to be inspired by the work we’ve done as an agency. This year we were named to the inaugural Forbes list of America’s Best PR Agencies for 2021, and we also welcomed Jeanne Meyer, as our first-ever Chief Client Officer.

In October, we hosted another successful Communications Week, with events completely online.  We focused on the critical theme of Connections, recognizing the challenges of changing connections that PR, marketing, and media professionals have faced during the course of the year, with insights from executives at companies including Coca-Cola North America, BET Networks, and Slack.

I look forward to 2021 and continuing our work as an agile, innovative agency. Thank you for your continued support and for playing a crucial role in our success. 

Have a wonderful holiday season.

Winning PR And Media Relations Strategies for Media Relations During the Holiday Season

Like the rest of 2020, this holiday season is proving to be dynamic and unexpected.  On a macro level, the distribution of a vaccine is ushering in hope for a safer society, but it’s coming at a time when COVID-19 outbreaks are at an all-time high.

And for PR professionals and journalists alike, this season is an anomaly:  our office parties went virtual, and many newsrooms remain remote. And while it’s not like we’re all jetting off to an exotic location this week, we’re all still racing to hit those deadlines and hopefully enjoy a bit of a well-deserved break before taking on 2021. 

For public relations practitioners then, it makes sense to approach the homestretch of 2020 by staying agile, creative, nimble, and with the understanding that this holiday season will be unlike any other we’ve experienced before.

However, it might be difficult to determine what will work and will not. We are now left with asking ourselves one very big question: what can we do to help our clients break through the noise?

Newsrooms Are Still Open

While many year-end features and other big stories have been filed, and many newsrooms will be staffed by a skeletal crew, there are opportunities to help your clients break through the noise.  Journalists are still tasked with bringing stories to their audiences and reporting on breaking news. If there was ever a time for PR folks to help out their fellow journalists, it’s by offering topical responses to breaking news:  does a client have a perfect last-minute gift for procrastinators to send via email?  Is one of your clients an expert on a subject that can lend insight to a fast-breaking story on a just-announced acquisition, legal ruling, or supply chain issue? Can they provide economic data on 2021?  An expert POV on this year’s virtual CES?

By being proactive, responsive, and knowledgeable about what certain media outlets report on and need, you can be a holiday hero. 

Consider Broadcasts and Podcasts

Broadcast outlets are reliant on telegenic experts. So what’s that TV or radio producer to do when their go-to guests are checked out for the holiday break?  Since many broadcast interviews are being conducted remotely, it may be a great opportunity to introduce your client (provided, of course, they are game) to bookers and producers at national or local broadcast outlets if they offer specific expertise and you offer clips of prior speaking appearances to vouch that they are on-air ready.  

Holiday Gift Guide Opportunities are Still Out There. But the Rules May Have Changed 

If your client has a product or service that can be purchased and instantly gifted through email or text, pitching for inclusion in remaining last-minute gift guides can be a solid media relations strategy during the holiday season. However, gift guides have started to look a little different this year.

Many publications require that gift guide subjects provide affiliate links, a unique promo code or a link to an etailer that offers referral credit. You may be wasting your time if you pitch for guides without those key ingredients lined up. . While it is not impossible to get placement, in order to break through the noise, brands may need to offer a special promotional discount or some other financial incentive that benefits both the client and the publication. 

Be The Data Hero

If 2020 has taught us anything, it is that journalists increasingly rely on data to make sense of the trends and the world around us. While in-store shopping may be out of the question for many, how has that impacted small local businesses or global chains?  Is online shopping making up for the dip in bricks and mortar buying?  

For example, when it comes to reporters covering retail and consumer goods, data on shopping trends, how and where people are making purchases, and how they are getting their gift ideas is valuable currency for reporters and a great advantage to clients seeking positive coverage and expert positioning. Everyone is fascinated with the “how does this year relate to last year in every aspect” story and if your client has data that can show year over year trends,  you’ll be well-positioned.

So as we race towards the end of 2020, PR professionals still have opportunities to break through the noise this holiday season.  Show us a public relations practitioner who stays nimble, thinks creatively, acts proactively, and offers data during this holiday season, and we’ll show you a PR pro who is winning for their clients.

- Kerriann Becker, Account Associate

Trend Predictions for 2021 and Actionable Insights for Communications Plans

As the world heads into 2021 with a mix of optimism and trepidation, the team at Kite Hill is looking ahead, peeking around corners and into the future. To firmly close the book on a year we’ll not soon forget (but sometimes really want to), we recently shared some trends that we envision will significantly inform the technology and media landscapes with invited clients and friends of the firm. The focus? How will these trends shape media coverage and captivate the business news media who chronicle these industries? And how can subject matter experts contribute their points of view on these topics as thought leaders? 

At this writing, we can expect that the pandemic and the distribution of a vaccine, as well as the incoming administration led by President-Elect Joe Biden, will dominate general news headlines. But drill down a layer to the business landscape, and we believe there are five macro topics that will dominate in technology business media reporting:

#1 Continuing Enforcement of Big Tech and Privacy

It’s been rumored that the new Administration, led by Vice President-Elect Kamala Harris (whose home state of California established its own privacy act that is the leading US privacy yardstick in the US), may establish a consumer privacy agency at the Federal level. In addition, antitrust and continued scrutiny of Big Tech by Congress and regulatory bodies could lead to some profound changes in how marketers and content companies do business.

#2 Consumers Will Call The Shots

We think consumers -- increasingly in the driver’s seat -- will continue to insist that businesses and brands practice meaningful corporate social responsibility (CSR) in addition to a bottom-line focus. CSR is no longer about warm and fuzzy corporate optics. It’s not a Q3 2020 fad. A consumer-led marketplace is now table stakes and needs to be built into the bench of any enduring business structure.

#3 New Platforms Will Emerge

In 2021, the so-called Google/Facebook duopoly will continue to dominate consumers’ attention and marketer’s dollars. But given increased regulation over privacy and antitrust (see #1) new platforms are likely to emerge: TikTok?  Triller? A platform that will rise from Quibi’s ashes?  Something that doesn’t yet exist? It’s a subject to watch and we believe media will play a role in anointing the new platforms that will grab society’s attention and wallets.

#4 Changes in Advertising

The ad industry is on the precipice of a big change with the demise of third-party cookies and other identity marketers used since the inception of digital. Marketers have long relied on these for reaching consumers with relevant ads and measuring the success of campaigns. 2021 will be focused on devising new strategies, which will be centered on first-party data, as well as second-party and third-party data sources and new identity technologies. Other developments include the emergence of retail media as a new subset for marketers to consider as part of the media mix as well as social commerce channels.    

#5 Fewer Players, Rising Valuations

Current investor appetite for IPOs, mergers, and acquisitions in the technology sector is expected to continue well into 2021, so keep those seatbelts fastened. As if the uncertainty that was 2020 wasn’t enough inspiration for businesses to build more agility into communications plans, the time is now to *integrate agility into marketing organizations. Expect unexpected, big deals to grab headlines (and potentially throw a wrench into your own launch big Tuesday plans on any particular week). Expect media properties themselves to continue to consolidate and inspire more journalists to hang up their own brand shingle via platforms like Substack.     

Ultimately, we recommend factoring in some of the following strategies into communications programs heading into 2021:

• Be Purpose-Forward, Not Performative: Our culture, the business community, and the media who cover it will continue to throw a spotlight on company culture and people-first organizations. Expectations will be for companies to launch or pivot programs to ensure they have real, measurable impact. Adding a #hashtag to your social and calling it a day is not enough and, in fact, may backfire. 

• Be Data-Driven: Media are even more hungry for data to demonstrate trends. To adapt an old adage, what gets measured gets covered. Organizations that can pull, distill, and distribute data for earned media will be well-positioned in the years ahead. Not sure how? We can help.

• Share Expertise via Thought Leadership: All these forces are likely to drive uncertainty and build appetite for subject matter experts who can explain the complex and unpack issues with actionable insights. Build in resources to ensure your business can crank out high quality and timely thought leadership content to fill the void.

• Be Agile. Adopt a more nimble workstyle and planning. *Kite Hill PR will be launching workshops in the months ahead to show you how it’s done!

A full recording of Kite Hill PR’s 2021 Trends presentation is here. 

- Jeanne Meyer, Chief Client Officer

The Bigger Purpose of AdTech and Retail Tech

The AdTech and Retail Tech industries are enjoying another 15 minutes.  A current wave of IPOs and Big Tech acquisitions continue to make headlines about billion dollar valuations and big pay days for founders. But as a rarified group of companies in this industry grabs the brass ring in public offerings or acquisitions, there remain a range of platforms, marketplaces, native solutions, programmatic players, customer data platforms, email marketers, CRMs, social analytics and digital agencies. They all dutifully shoulder on, day in and day out, to serve ads, target consumers, measure and automate; all to help reach Key Performance Indicators (KPIs) and drive revenue.  

But they have a higher mission.

Unless you’re living completely off the grid, these technology companies powering digital advertising or driving retail sales reach each of us, multiple times a day.  Their algorithms determine what messages we see, what brands show up in our feeds, what ads we see in FAST (free ad supported TV) streaming services. Sometimes those messages are useful as we’re on a search, for example, to find the perfect gift for a loved one.  Sometimes they’re annoying and inspire us to switch on ad blockers.

And depending on your occupation, you might also be bombarded with drip campaigns from these companies on LinkedIn or email. They offer “30X growth!” or “50% more leads!”  Reporters who cover these industries often report being on the receiving end of hundreds of unsolicited pitches from these companies every single day. So for a certain type of professional, AdTech and Retail Tech carry a stigma of drip campaign-happy ‘vendors’ who are to be avoided. 

But we should remember that many of these businesses have a higher purpose: they keep media businesses in business. They enable publishers to publish. They create jobs and provide paychecks. They target us with a few ads we actually might find useful. And most important, they enable journalists to do the kind of reporting that is essential to a free and democratic media. 

After a year like the one we’re about to close the books on, and months of uncertainty ahead, that’s a mission that’s truly worth our attention; something worth remembering next time a ‘vendor’ hits you up or an ad shows up during that free TV content you’re enjoying.

- Jeanne Meyer, Chief Client Officer

Prepping for an M&A Moment? Here Are Four Pro Tips For Your Communications Plan

In the current M&A and deal tsunami that’s underway in the technology industry, deal cycles are seemingly getting shorter and valuations are getting bigger. Deals are fast forwarding due to accelerated digital transformation and a global pandemic that has profoundly -- and somewhat permanently -- altered a myriad of industries and shifted consumer habits for good. Because of the speed at which these deals are flying, the time to prepare communications plans is also getting condensed, and at a mission critical time.

In our discussions with founders and C-Suite executives who are in the middle of an acqui hire, all-stock offers or being on the receiving end of a majority investment, many of these leaders are so consumed with the final stages of negotiating and executing these transactions that they can give communications short shrift when they can least afford it.  Or, as an acquisition target, they often believe they have little or no say in contributing to the communications strategy.  

Here are four pro tips founders can act on now, to ensure they’re ready to seamlessly surf the wave, and not sink, when it comes to communications planning on the cusp of a transaction.

Build Communications Plans Now. 

Leaders bake risk assessment into business plans and spend resources on insurance.  They manage cash flow for uncertain climates like these. Founders should put similar effort into planning full blown communications strategies well in advance of a preliminary call with a bank or legal team. This should include airtight Q&As anticipating all the hard questions, appointing and prepping spokespersons and determining which advisors and employees are part of the core planning team and war room.  And while you may not have unilateral decision-making power over the ultimate messages around your deal, you can and should have some input on how to disseminate those messages to your key stakeholders.

Be Serious About Confidentiality.  

Those code words your bank and law firm assigned to you and the other company? Use them.  Use them on every document and in every conversation. Keep your core team tight and on a need to know basis, for as long as you can. You’ll eventually need to brief your top team as they’ll likely be involved in due diligence. The more execs who are brought under the kimono exponentially increases the risk of leaks.  And leaks can make a deal go pear-shaped.

Don’t Forget The Full Stakeholder Spectrum.  

Great comms plans consider every constituent that a business touches, starting with employees. It’s not just the deal press release and the media. Plans should bake in the messages, timing and delivery for team members, board, investors, customers and vendors as well as media and industry influencers. Fully consider how you’ll deliver those messages as well. Do you have the correct set up for a global town hall for employees? Is it better to convey the news to key customers via phone or will an email work? How will those emails look if they get leaked to the press?

Keep the Timing Tight. 

Transparency is a key ingredient for success in fast growth companies, but it’s hardly the time to give a play by play to your team weeks out from a deal’s closure. Timing of an all hands meeting should be set up to dovetail with all stakeholder communications. Briefing your team a day or two ahead of the announcement can lead to leaks that can throw a wrench into the deal.

So founders, if an exit is on the horizon, or even a possibility, now is the time to start prepping that communications plan, so you’ll emerge on the other end, set up for maximum success.

- Jeanne Meyer, Chief Client Officer

Thought Leadership is a Major Tool in the Tech PR Toolkit. Think Human-Led To Do it Right.

PR professionals can be guilty of thinking with a business-first mentality. But actually, that’s backward. We need to be, and think in terms of “human-led”:  that’s where thought leadership comes into play as a critical strategy that can crystalize unique ideas and humanize a company. 

The perception, and ultimate success, of any company, hinges on its people: how they are treated internally, how they treat others externally (clients, stakeholders, business partners), and how they give back to and within their communities. 

To connect with any kind of audience -- even the most clinical or highly technical -- it helps to have a relatable message delivered by a trusted source.  And that’s what thought leadership is all about: being an informed opinion leader, a go-to expert in your field of choice. As such, thought leadership is not only key to a great PR plan; it’s a must. The real question lies in how to do it right.

When an executive becomes a thought leader, it is often the result of careful collaboration between an executive who has strong points of view or domain expertise and a smart PR professional that knows how to position them in the market, draw information out, craft great stories and connect them with targeted audiences. Here are a couple of tips on how to do this effectively:

Dig deep. 

Your executive just told you she or he wants to be featured in the New York Times. How do you make it happen? It starts with a good intake call. Set up time with the executive and play the role of interviewer. Ask the hard questions. Prepare and demonstrate that you’ve done some homework. Dig into the business, but go a bit further into what might make them tick as a person. What drives them? What was a pivotal moment or aha! moment in their career? For founders, what inspired them to start their company? What leaders do they admire and why? Did they ever fail, and if so, what did they learn from that experience? Their answers should provoke a compelling emotion within you. If they don’t, dig deeper. Everybody has a story worth telling.

Establish credibility and trust. 

As you’re digging deeper, you’re establishing a stronger level of credibility and trust with your client -- whether or not you realize it at the time. Let’s go back to that idea of thinking more in more “human-led” terms. Every potential customer, business partner, even employee wants to know that they will be working under leadership that they can relate to on some level, and trust. To get to the heart of that award-winning thought leadership program, you must apply world-class listening to that intake conversation and ask really great questions; you must remember to actively listen to help extract meaningful insights. And trust is a tricky thing. You must trust the process and your instincts; the executive must trust you in order to open up; the audience must trust the executive through her or his written content, commentary, or otherwise actions. If credibility and trust are broken anywhere along the chain, the program will not work to its full potential.

Capture the ideas and create compelling content. 

Once you’ve distilled the insights, you need to think big picture of how this translates back to your overall business and marketing goals. From there, develop a content calendar. Take ideas, capture them into story concepts, and translate them into compelling, crisp messages that beget bylined columns or blogs, smart social media posts, podcasts, and more. Your content should help explain a top issue of the day or help solve a business problem likely afflicting those within your wider net. Make it make sense; write with intent. 

Encourage action. 

Inspire your executive to inspire others within the organization and the larger business community. The way to do that is through action, not lip service. Thought leadership content in the form of bylines, blog posts, webinars, and podcasts are all great, but it’s the action behind the words that will drive real positive impact and potential for the executive and organization. Think about it this way -- who would you rather work for: a leader who talks about inspiring change, or a leader who is on the front lines working to try to make the change happen?

- Mackenzie Gavel, Account Supervisor

How to maximize your company rebrand for 2021

Many companies have shifted their focus and corporate strategy in the wake of COVID-19, and for some, these changes will usher in the inevitable need for a rebrand as we head towards 2021. While a rebrand is certainly a time to shine, it’s not always hard-hitting news. However, you can still leverage a rebrand as a part of your external communications efforts and see valuable results.

Are you looking to head in a bold new direction? Our Founder and CEO, Tiffany Guarnaccia shares her advice on changing the perception of your organization in the marketplace. Read more in PR Daily.

What Kite Hill PR is Thankful for in 2020

As 2020 has been an arduous year, it can be tempting to approach the holidays with uncertainty. However, as Thanksgiving approaches, it’s a good time to reflect on the things for which we are truly grateful. Even though it’s important to express our gratitude all year long, let’s be real:  we can sometimes get so busy that we forget to appreciate things in both our personal and professional lives. 

So we asked some of our employees to pause and share what they are most thankful for this year. Here's what they had to say.

“I'm grateful for all of the wonderful people in my life, including my family, friends and of course, the amazing Kite Hill PR team. It has been a year filled with uncertainty, but I have never been more certain that the power of positive thinking is indeed powerful!”  - Tiffany Guarnaccia, Founder and CEO

“I'm thankful for quality time. Living alone through the pandemic has given me the opportunity to read so many books, and I'm incredibly thankful for that!” - Rachel Hadley, Chief Operating Officer

“I'm thankful that we at Kite Hill PR, as an agency with a unique agile workflow, were set up for success in a disruptive year. We were able to move to remote without skipping a beat and we were able to help our clients act nimbly. I'm also grateful to work with such a smart and wonderful group of people, and that we are able to do what we do in a #WFA environment.  I'm also grateful for all of the health care professionals and front line workers who are helping us live as safely as possible in this pandemic.”  - Jeanne Meyer, Chief Client Officer

“I'm grateful for my family, health, and well-being. I am also thankful for my livelihood, the support from Kite Hill, our clients, and the opportunity to positively impact their businesses. As devastating as COVID-19 has been, one of the silver linings of this pandemic is the thrust into remote work. I have been working remotely in some capacity for 9 years, since I had my first child. Remote work and flexibility is the give that needs to balance the demands of the 21st century professional, who is often working with global teams and in accordance with a 24/7 work week, digital communications, etc. When I think about gender equity and the realities behind what holds women back, many of those things correlate directly back to needing a healthy work/life balance to account for family life. This is only really possible through wide scale adoption of remote and flexible work.”  - Gina Preoteasa, Vice President

“I'm thankful for the ability to stay connected with my closest friends, family, and colleagues during a time when everyone feels so isolated. Whether through Zoom hangouts, phone calls or good old fashioned snail mail!” - Emma Wolfe, Senior Director

“I am thankful for all of the wonderful connections in my life: family, friends, coworkers, and clients both current and past. I am also grateful for everyone who has reached out or otherwise been in contact this year as we all continue to navigate trickier waters. There has never been a time more than now to come together in unity, collaboration, and light. I'm grateful to every person who helped make this year feel a bit more magical.”  - Mackenzie Gavel, Account Supervisor

“I'm especially thankful for family and friends this Thanksgiving. Being able to connect with loved ones in new ways and have a support system far and wide has made a huge difference during a difficult year. I'm so thankful for their support!” - Moira Shannon, Account Manager

“As devastating as this pandemic has been, I am thankful that it gave me the opportunity to spend quality time at home with my family. After having my second child last November,  it was important that I had an opportunity to spend as much time with her as possible during the first year of her life. I didn't want to miss out on all those first year milestones, like first word and first steps. I’m also grateful that I have joined a team that values collaboration and transparency. It’s great to be surrounded by people who want to see each other succeed.” - Krystal Parker, Account Executive

“This year has really put a lot into perspective for me. I'm extremely thankful for my loved ones. First and foremost I’m thankful for their health, but I’m also thankful for their company. I think this year would have been even more challenging (if that's even possible) without them around. I'm also really grateful for Kite Hill and this team. The grind of working everyday has given me a sense of normalcy in an otherwise completely abnormal year.” - Kerriann Becker,  Assistant Account Associate

Here at Kite Hill we recognize the importance of gratitude, which is why it is embedded in our company culture. Hopefully, we can serve as an inspiration to be thankful every day of the year.

- Krystal Parker, Account Executive

Black Friday is now black November

In 2020, the tradition of consumers flocking to the big box stores after Thanksgiving in pursuit of Black Friday deals will make way for more of a slow rollout of bargains. In fact, it's looking a lot like Black November, as major brands like Walmart, Target, and Best Buy scuttle one-day doorbusters this year.

The new strategies of retailers are forcing marketing and PR pros to do a quick pivot to adjust tried-and-true plans…Smart comms pros would do well to pivot and take a page from Agile workflow concepts.

Our Chief Client Officer, Jeanne Meyer, discusses the smart strategies to consider this November. Read more in PRWeek.

Key Business Trends Uncovered by Industry Luminaries at Communications Week 2020

Speakers from BET Networks, Slack, and SoundExchange, among others, addressed the global impact and importance of Connections

For the seventh year in a row, Communications Week™, the cross-industry event for public relations, marketing, and media professionals, brought together subject-matter experts and a global audience to discuss the most important topics impacting the industry today and what to expect heading into 2021. Despite the impacts of the current climate, Communications Week committed to providing a world-class experience for the community.

For the first time, the weeklong event series was held completely virtually on the leading event platform for virtual, physical and hybrid events, Brella, and offered pre-event sessions leading up to the week of October 19-23. Over 500 registrants attended sessions featuring speakers from top publications, brands, and agencies including BET Networks, Coca-Cola North America, PRWeek, Accenture, Havas PR Global Collective, Slack, Hotwire Global, Ragan Communications & PR Daily, and The New Consumer.

This year’s conference theme addressed the global impact and importance of “Connections," with conversations focused on Societal, Work-Life, and Technology Connections. Speakers and panelists discussed topics such as navigating the new work-from-anywhere environment, strategies for virtual events, and visual storytelling.

Key takeaways that emerged during these conversations include:

• Focus on authenticity to stay connected to your audiences in uncertain times.

• DEI is not just a communications initiative, it is a business imperative.

• Prioritize human connections over technology platforms.

• Agility is the key to survival.

“This past year prompted a period of rapid transformation which forced businesses and employees everywhere to embrace a new way of working,” said Tiffany Guarnaccia, Founder of Communications Week and Founder and CEO of Kite Hill PR. “Coming out of Communications Week, it’s clear we’ve been agile as an industry in learning how to push forward and collaborate in new ways. Agility will continue to be a key trend for 2021 as we look at communications through a new lens.”

Communications Week 2020 was sponsored by Business Wire, Brella, PRophet, Muck Rack, News Direct, cred, and TPC Growth. Media and organization partners include Digiday, Ragan Communications & PR Daily, O’Dwyers, Bulldog Reporter, PRWeek, CommPRO, Serial Marketer, PR News, Global Women in PR (GWPR), Hispanic Public Relations Association (HPRA), New York Women in Communications (NYWICI), PR Council, Public Relations Society of America (PRSA) New York, and The Content Council.

To check out the session recordings from Communications Week, visit Brella (code: commsweek → Schedule tab → Past Content). To learn more about Communications Week and to stay updated on future events, visit www.commsweek.com.

How Earned Media and PR Can Drive Conversion in Q4

Can earned media drive conversion in the customer journey?  

If earned media strategies are tee’d up at the right moment and coverage lands with the right impact and call to action, the answer is emphatically, ‘yes.’ In fact, earned media plays an important role in every step of the marketing funnel, including conversion. 

For the uninitiated, the marketing funnel is the path visitors go on in relationship to a brand. It starts with awareness.  Maybe a consumer reads about a brand for the first time in an influential publication. That awareness might lead to a curious consumer taking the next step, by arriving at a store or website or checking out a social profile. 

A great review of a brand in a gift guide might drive a consumer to put a brand on a consideration list.  And a well-timed social post amplifying another great review or endorsement just might be the ticket to persuading the consumer to make a purchase, aka converting them from a shopper to a buyer.  Ultimately, those consumers can be cultivated to become fans or ambassadors that help influence others to discover the brand.  

With AI, machine learning, just-in-time delivery and customization making retail technology super hot right now, they are not infallible. Every day, customers are encountering new online experiences as the world around us continues to shift and shake. And PR and earned media can be an important factor that can progress a consumer’s customer journey in a retail environment. 

Here are a few ways that PR and earned media can contribute to transforming casual visitors into buyers. 

Press coverage is the most priceless form of advertisement

Press releases are a staple tactic, particularly in driving awareness of a brand, from product launches to company updates or partnerships, press releases can help package up a brand story with consistency.  If used with the right, targeted strategies, knowledge and timing, releases can also lead to reputation-building media coverage which can put a brand on a short list. They can also help generate effective SEO that resonates months after an announcement. 

One ecommerce startup recently publicized its work with SAP and Shopify, two major brand names in the software and ecommerce industries. By discussing the partnerships with key media targets, this client attracted the attention of new sales associates looking to become brand ambassadors for various retailers through its app – a fast travel through the marketing funnel. 

Proprietary data speaks louder than words 

Right now, consumers are seeking facts. They want to know what’s next for retail amidst a global pandemic. Brands and agencies can help shape the future of the industry by providing insights into what’s next, enticing customers to continue down the conversion funnel.

One strategy for this is releasing reports that can capitalize on the next big industry focus. Our client recently released a report focused on evaluating the growth of eRetail amidst retail media’s evolution. This report provided data into retails shopping program, brand advertisements and CPG’s investments in retail media.

Acting as a resource to brands who are looking to engage with customers in authentic ways, leading to increased traffic and sales, data is evergreen in this industry and can lead to customer conversions. 

Earning recognition on industry lists can implement brand loyalty.

For a brand to go from awareness to being on the consideration list, getting placed in the right gift guides can be golden opportunities. Each vertical within the industry has a handful of publications that publish industry lists, highlighting the best companies, the coolest innovations, the next big thing. 

One client decided this was the best route to take, as it began rolling out an affiliate program with publications to drive gift guide subscription downloads of their platform. Affiliate programs with these publications are beneficial for both the publisher and the platform, providing the opportunity for the brand to track revenue, purchases and downloads. 

And while the customer conversion funnel may seem like a streamlined process, it’s important to note that it’s not linear. The journey from introductory awareness to final purchase can be short and direct, but more often than not, it’s a long, winding road. Make sure to evaluate your earned media strategies to reflect this.

- Talia Firenze, Account Associate

Are you Paying Attention to These Marketing and Advertising Trades? You Should Be.

In 2020, the advertising and marketing industries flipped upside down, disrupted by the 4 C’s:  COVID-19, CCPA, Culture shifts and Consolidation. These forces have made a busy landscape even more chaotic than in the ‘before times.’ There is so much news and information circulating that sometimes, it is hard to know where to look for authoritative, definitive and trusted advertising and media trade publications. That’s why we’re here to help you. 

The Big Players 

These publications are trusted by audiences and coverage in them is coveted by agencies and adtech and martech brands for a reason. They cover all the hot trends and exciting news within the advertising and marketing industry. Still, there are a few things that distinguish each one:

Ad Age 

Come here to read the top stories about the biggest tech companies including Google, Facebook, Apple and others, as well as the biggest brands and agencies. The focus moves beyond just adtech and martech but also focuses on digital, media and data. Annual lists analyze top spenders and celebrate creative, agencies and executives too. 

Adweek 

Reporters at Adweek are spot on when it comes to knowing what their consumers want to read in the worlds of adtech and martech, digital media and programmatic. Those yearning for how-to pieces and news from the quirkiest brands will definitely find a home here. Their annual Brandweek conference attracts the biggest CMOs and agency leaders as well.

AdExchanger 

If you’re looking for pure dedication to the programmatic advertising and marketing landscape, you’ll find it here. AdExchanger is the holy grail for those who want to know the nitty-gritty details around both big and small adtech platforms, trends, opinions and news

Digiday 

While hyper-focused on brands and deep analysis, Digiday also dips into the publishing, agency and video arenas. More about thoughtful looks behind the news and in-depth profiles of leading executives than on breaking stories, Digiday is where you’ll find all the latest from the big tech brands.  Their “Confessions” series, which features honest interviews with industry execs, exchanging anonymity for candid experiences, is a must-read.   

Business Insider 

No, it’s not exactly a marketing or advertising publication but deserves to be here on account of the few technology reporters who are covering the space. Additionally, its “10 Things In Tech You Need To Know Today” is a great way to stay informed about the big technology companies. 

The Ones With Commitment Issues

Stuck between covering the top news of the day and the news that’s most applicable to its readers, these publications give us the best of both worlds - the particulars on the biggest announcements but also intimate details on executives and up and comers. 

The Drum

The Drum is on top of all that’s happening in the marketing and advertising world on both sides of the pond (US and its UK origins). Additionally, any jones for a brand and programmatic information fix will almost assuredly be fulfilled here. 

MediaPost 

MediaPost is a long-established look inside a range of media and marketing subjects and platforms.  It has its toes in all kinds of waters, including mobile, social, digital, email marketing and TV. Perfect for those who love newsletter delivery by subject matter (how about an email about...email marketing?).  

TechCrunch 

Turn to TechCrunch to learn all about the latest startups, what they’re offering and how they will transform (or not transform) the tech landscape. Also, if you want to know where VCs are throwing their support and, of course, their money, this is the publication to read.  

AW360 

Powered by global event platform Advertising Week, AW360 is a healthy blend of industry trends, informative pieces and a multitude of industry voices. 

MarTech Today

Along with its sister sites, Marketing Land and Search Engine Land, MarTech Today provides coverage around breaking news, industry trends and feature announcements. 

Recode Media With Peter Kafka

This podcast, hosted by celebrated reporter Peter Kafka, boasts of guests who are top business execs, comedians, journalists and other podcasters. With its blend of media, entertainment and business is it a wonder it’s earned a place on this list?  

Axios

With Axios, you’re getting all the good scoops – political, business, sports and technology news among others. Also, its Media Trends newsletter is a great help with understanding what is currently happening within the landscape. 

The Niche 

These publications are hyper focused on particular sectors within the advertising and marketing industry. They have an unmatched depth and understanding of the topics they cover. 

AdMonsters 

AdMonsters is aimed at ad operations pros and gives a little break from the general advertising and marketing and shines a brighter light on the publishing side of the ecosystem. They also dip a bit more into consumers’ impact and privacy involved in adtech.   

Street Fight 

Street Fight is all about data and analytics but its main focus is hyperlocal trends and solutions. This is a go-to for how national brands execute at the local level, as well as for insights into niche topics like UX innovations. SEO strategies and location data.

Chief Marketer

For big news with a big impact, this is your marketing one-stop-shop. Chief Marketer aggregates top stories from f different publications and gathers them in one easy read. Its sections that are dedicated to consumer marketing, B2B marketing and martech make it a scannable, indispensable part of any marketer’s media diet.

CMSWire

This eponymously named publication goes into all-things-customer management system focused. Still, it earns a spot on the list because of its dedication to reporting on the digital transformation happening not just within the industry but within our everyday lives. 

- Tanya Merisier, Account Associate

Kite Hill PR Expands Agile Approach, Adding to Leadership Team and Broadening Service Offerings

New Chief Client Officer, Jeanne Meyer, Helping Firm to Expand Earned Media and Thought Leadership Offerings to Include Enlarged Social Media and Virtual Event Production Capabilities

Kite Hill PR, an award-winning agile tech PR agency, announced expanded initiatives including new additions to both its leadership and client rosters, and augmented client solutions. Joining Kite Hill’s leadership team is veteran communications professional Jeanne Meyer, who has been appointed Chief Client Officer, reporting to the firm’s Founder and CEO Tiffany Guarnaccia. In this new role, Meyer is spearheading client strategy and the firm’s expansion into performance-driven content marketing, social media and virtual event production.

“Jeanne brings keen strategic and creative leadership, a respected global network, a growth mindset and specific expertise that has immediately inspired our team and added value across our growing roster of clients,” said Guarnaccia. “I’m excited to have her energy, drive and vision on our team as we deliver even more business-building outcomes for Kite Hill’s clients.”

“A secret to Kite Hill’s success -- and the success of our clients -- is that Tiffany brilliantly employed the same agile, high performing and collaborative approach and workflow at Kite Hill that the world’s most transformative businesses use. Kite Hill’s agile, nimble culture has served clients extremely well in this disruptive economic and social climate,” said Meyer. “It’s a thrill to work with Tiffany and an exceptionally talented team to continue delivering win after win for Kite Hill’s gold standard client roster.”

Meyer brings to Kite Hill decades of experience leading marketing and communications teams for global brands, including Martha Stewart, Current TV and EMI Music, as well as acting as a C-suite advisor for a range of fast growth and established brands through her own consulting company, with clientele in industries spanning media and advertising to enterprise technology, Fintech and venture capital. Prior to that, Meyer was Senior Vice President of Marketing and Communications at Martha Stewart Living Omnimedia and served as Executive Vice President, Corporate Communications for Current TV, the cable and digital network founded by Vice President Al Gore. From 2002 to 2010, Meyer was Senior Vice President, Corporate Communications for the Americas at global music company EMI Group. Before that, she was Vice President, Communications at ToysRUs.com and led marketing at Internet TV start up Pseudo Programs. She held senior posts at leading agencies Robinson Lerer Montgomery (now Finsbury), DKC and Dorf & Stanton, and established the environmental affairs function at Lever Brothers Company.

Kite Hill’s award-winning approach to PR and its proprietary PR Sprint Workflow™ continue to drive growth for top global brands in the media and advertising technology sectors. In addition, after consecutive years of growth, the agency has continued its expansion in 2020, building its roster beyond its established practice to include enterprise, cloud, retail and health technology clientele.

The firm is also growing its service offerings from its core earned media, thought leadership and content marketing practice to include more in-depth social media and virtual event production capabilities. This year the firm produced the 7th annual Communications Week, the cross-industry event for public relations, marketing and media professionals founded by Guarnaccia, as a free and virtual event.

Kite Hill PR Named to Inaugural Forbes List of America’s Best PR Agencies 2021

Agile tech PR agency recognized among the top 200 firms in the US

Kite Hill PR, a leading agile tech PR agency, has been recognized by Forbes as one of the nation’s best PR agencies for 2021.

Forbes partnered with market research firm Statista for the ranking, surveying more than 12,700 experts and 20,500 customers who nominated more than 5,000 firms. Participants were surveyed between June and July of 2020. Agencies that received the greatest number of nominations and outstanding recommendations made the final list, with only 200 agencies being recognized.

“We are honored to be recognized by Forbes as one of America’s best PR agencies,” said Tiffany Guarnaccia, Founder and CEO of Kite Hill PR. “We value agility and collaboration at Kite Hill and are thrilled to see the passion and hard work of our team acknowledged. Our relationships with our clients and the results we achieve together have always been a top priority, and we are so pleased to earn this recognition.”

Kite Hill pioneered the application of agile planning and process, a style used by the most innovative technology-driven companies today, to the PR function. Its PR Sprint Workflow™ has been cited as being one of the industry’s most innovative and disruptive approaches to public relations campaign management. The firm’s focus on agility -- one of its core values -- and its approach to client management set the agency and its clients up for success in 2020 despite an uncertain climate. Some winning approaches the firm employed recently are captured in its handbook, Navigating Disruption with Agile Communications, published earlier this year.

“It’s simple. Our workflow and growth mindset mirrors that of our clients and the industries we represent,” said Guarnaccia. “Being agile enables our team to seamlessly operate as an in-house extension for clients across the board.”