Four builds, in detail.
The problem, what I did, and what it produced.
Case Study 01 · Omio
Aug 2022 - Sept 2024First communications hire at a travel-tech unicorn.
Problem
Omio was operating across European markets without a press office, agency roster or shared messaging discipline.
What I did
Built the press office and appointed seven agencies across eight markets. Created executive messaging, media training, a journalist experience program and a data storytelling unit.
Result
804 tracked placements, including 709 in Europe and 325 in tier-one titles. Coverage increased 3,600% against the pre-function baseline.
Selected coverage
Open original article
- Placements
- 804
- European
- 709
- Tier one
- 325
- Markets
- 8
Case Study 02 · SportGo
StockholmEmbassies as the way into a market.
Problem
SportGo ran six weeks of World Cup viewing parties in Stockholm, where every venue was competing for the same attention.
What I did
Built the program around local embassies and invited each country's Ambassador to open their national team's game day.
Result
The Mexican Ambassador to Sweden appeared on TV4 news, with two Swedish public radio interviews and three event listings.
Case Study 03 · AG1 by Athletic Greens
Credibility as the differentiator in a crowded category.
Problem
To press and consumers, AG1 was another green supplement in a category full of them, with no reason for a health or business desk to treat it differently.
What I did
Built a scientific advisory board and led with influencers alongside the earned media program.
Result
Over 50 pieces of press a month, including three New York Times stories and placements in Bloomberg, CNBC and on the TODAY show.
Selected coverage
Open original article
The New York Times
The New Energy Drink That Sounds Like a Cult
The New York Times
You Can't Outrun Athletic Greens
New York Magazine · The Cut
Why Is Athletic Greens Suddenly Everywhere?
Bloomberg
F1's Lewis Hamilton, Model Cindy Crawford Invest in Green Drink Athletic Greens
Case Study 04 · Teva
Moving a heritage outdoor brand into lifestyle.
Problem
Teva was a heritage sandal brand associated with the outdoors and rugged hiking. The brand wanted to be positioned in lifestyle instead.
What I did
Started collaborations with Stance, Outdoor Voices, Anna Sui, Christian Cowan and Cotopaxi, alongside partnerships with lifestyle influencers.
Result
Teva made headlines across Glamour, Allure and Harper's Bazaar, and was named by Vogue "shoe of the summer".
Selected coverage
Open original article
Vogue
It's Official: Teva Sandals Are the Shoes of the Summer
The New York Times
Wow, Tevas Got Cute
Who What Wear
Teva Sandals: The Unlikely It Shoes of 2019
PAPER