Our Current & Recent Clients
Case Studies
CYBER SECURITY
Argus Cyber Security

PR Through Growth Stages

Argus Cyber Security

PR Through Growth Stages

Challenge

Cybersecurity companies are often jealously protective about their solutions, and Argus was reluctant to divulge details about their product or offer demos to journalists. Once they did become more open to exposing the product, we still had to be cautious about talking about specific car companies with vulnerabilities to cyber-attacks, as that might jeopardize Argus’ relationship with potential clients.

Approach

Automotive cybersecurity started making headlines in 2014. We utilized such news stories as news hooks to establish Argus as a leader in the space with valuable insights. As Argus opened up more and more to media coverage, we found creative ways to give journalists demos of “car hacks” without jeopardizing relationships with potential clients – i.e. by obscuring the car make and model. While competitors positioned themselves as solution providers for specific problems, we messaged Argus’ multi-layered suite of products to make them seem more comprehensive and formidable.

Impact

Thanks in part to the widescale and consistent coverage in mainstream and trade outlets in both video and print, Argus was positioned as the leader in automotive cybersecurity, contributing to their headline-making acquisition by Tier-1 supplier Continental in 2017.

AD TECH
ClicksMob

From Early Stage to Acquisition

ClicksMob

From Early Stage to Acquisition

Challenge

We began working with ClicksMob when they were a small mobile performance marketing company looking for publicity in an inhospitable media environment (Adtech had by that time lost much of its luster with journalists). To make matters worse, the company’s story was difficult to tell due to the highly technical nature of Adtech. We needed to look for a different angle.

Approach

The company did have a great story. With a dynamic female CEO leading a  70% female workforce, they were trailblazers in a male-dominated field. We positioned the CEO as a game-changing tech leader, promoting features on her in the media as a pioneering female CEO. In addition, we submitted the company for several media awards to position them as a thriving, innovative and profitable business. We also tackled sensitive topics in the industry such as “Mobile Ad Fraud” to generate more coverage, positioning ClicksMob as the good guys in the industry.

Impact

Over the course of two years, the company punched way above its weight in terms of media coverage. We secured them a spot as one of Forbes’ Most Promising Companies and as one of Entrepreneur Magazine’s Best Entrepreneurial Companies in America 2015. We positioned CEO Chen Levanon as a champion of women in tech through articles in VentureBeat, Business Insider, and Inc. And we took on the issue of mobile ad fraud in both mainstream and trade media in outlets such as AFP, App Developer Magazine, AdExchanger and eMarketer. The company made a nice exit following our cooperation.

SOCIAL CUSTOMER CARE
Conversocial

Educating the Market

Conversocial

Educating the Market

Challenge

Conversocial, a leading customer engagement platform for today’s always-on mobile, social customer, was relatively early-to-market with their service. Not only did we need to raise awareness for the company, but we had to create awareness in general about why it is so much more effective for brands to be using social media for customer service rather than call centers alone.

Approach

We took a two-pronged approach to push Conversocial as well as the value of social customer service. First, we reacted to big time customer service “fails” making headlines by pitching journalists “second day stories” about the power of social customer service with illustrations of how Conversocial clearly helps brands maintain their reputations in times of crises. We also targeted journalists who write about specific industries – i.e. the airline and retail industries – which get customer complaints on a regular basis with case studies about how social customer care works.

Impact

Our media outreach helped establish the Conversocial brand to the point where journalists began mentioning them in stories related to social customer service even when we didn’t pitch them. Key stories were published in The New York Times,  Techcrunch and CBS as well as many, many more major outlets, including Entrepreneur and Forbes.

MOBILITY
Flytrex

Pivoting from B2C to B2B

Flytrex

Pivoting from B2C to B2B

Challenge

Flytrex was switching its focus from consumer facing to selling drone delivery systems to businesses, large and small. We needed to help them tell their new story and to message their long-term vision. We also wanted to differentiate Flytrex from many of the other drone companies cropping up in Israel and abroad.

Approach

We began by positioning the company CEO as a thought leader in the drone space via a number of insightful OpEds, placed in leading tech publications such as VentureBeat. When the launch of their urban drone delivery service took place in Iceland – the world’s first – we shot for the stars, turning it from a local ecommerce event to one of global significance, heralding in a new age for on-demand drone delivery.

Impact

The Iceland launch was a huge success, appearing in almost every major tech and business publication, including CNBC, Forbes, Bloomberg, Tech Crunch, Mashable, Inc. and The Next Web. This widespread coverage turned Flytrex overnight into a global industry leader, leading them to be featured in a variety of drone-related articles alongside giants such as Amazon and UPS.

DIGITAL HEALTH
Healthy.io

Thought Leadership Campaign

Healthy.io

Thought Leadership Campaign

Challenge

Healthy.io was still undergoing FDA approval for its flagship product, so we couldn’t discuss the product itself. Headline Media had to find a way to promote the company and its vision in the global media without actually talking about its solution.

Approach

We promoted the company by boosting its dynamic CEO, Jonathan Adiri, as a digital healthcare pioneer and visionary without directly discussing the product. Our efforts included securing high-profile TV interviews and publishing thought-leadership OpEds for Adiri to discuss wider industry issues such as slashing healthcare expenditures through digitization, the FDA’s role in moving the digital health industry forward, how China leapfrogged the U.S. with advanced healthcare, and how existing tech can be harnessed to propel the healthcare system into the 21st century.

Impact

Headline Media was able to successfully promote Jonathan Adiri as a visionary in the health-tech space by securing interviews in top media outlets such as CNBC  and YAHOO! Finance at the World Economic Forum in Davos. Headline Media helped place two of Adiri’s key thought-leadership pieces in WIRED and VentureBeat. He was also featured on TIME, the BBC, and in The Economist, among other top tier outlets.

GOVERNMENT INNOVATION
Ministry of the Economy

Public Relations as Public Diplomacy

Ministry of the Economy

Public Relations as Public Diplomacy

Challenge

With so much noise topping the daily news cycle, it’s difficult for government ministries to let the public know about their accomplishments. Because Israel’s Ministry of the Economy & Industry has its hands in such a wide array of fields including managing the economy and spearheading technological innovation, it’s a challenge to choose one unified message to present to the media.

Approach

We pursued a strategy emphasizing technological innovation (Startup Nation), playing into global trends and making the ministry more relevant for media opportunities. We accomplished this through a strategy of targeted press releases, thought-leadership pieces written by ministry officials, industry/ecosystem tours for Israel-based journalists to showcase Israel as a tech hub with a vibrant economy, and press briefings with government officials alongside startup tours for visiting media delegations.

Impact

Our focus on one particular message – Israel’s unparalleled tech ecosystem – helped solidify Israel’s reputation as a gold standard for tech hubs around the world. The explosive growth of requests by media delegations to come to better understand the ecosystem here testifies to the strength of this proposition. The Israeli Ministry of Economy & Industry and its top officials were mentioned in thousands of articles in hundreds of publications across the world, cementing the role of the ministry in Israel’s public-private partnership success story. Just a few of the media hits: CNBC, Forbes, Bloomberg, Reuters, Israel21c, Xinhua, and China Daily.

TECH IPO
Wix

Initial Public Offering on NASDAQ

Wix

Initial Public Offering on NASDAQ

Challenge

Do-it-yourself website creator WIX was a well-known startup in the Israeli ecosystem, but at the time of its IPO on NASDAQ, it was less recognized in the international community. Ahead of its public offering, we needed to forge a messaging and communications strategy that would specifically resonate with potential investors, convincing them that WIX was a worthy NASDAQ stock. This meant altering company messaging from client- or user-based (why businesses should use WIX products) to investor-based, and making sure our new messaging had buy-in with all company executives.

Approach

Headline Media shifted messaging from user-centric (WIX’s toolbox and what it offers small business owners) to investor-focused, zeroing in particularly on future growth potential – in particular that WIX was reaching only 1% of its market potential. We also carried out intensive media training for all media-facing company executives to ensure that everyone was on the same page.

Impact

Interest generated in WIX led to a $127 million raise on NASDAQ — investors clearly saw value and market potential in the company. The IPO campaign alone led to 47 original pieces of coverage (not including additional pickups) across TV, radio, and print. These include reports on Bloomberg TV and articles in Reuters, Business Insider, VentureBeat and Fortune.

AUTO TECH
otonomo

“News-Jacking” to Make Data Sexy

otonomo

“News-Jacking” to Make Data Sexy

Challenge

Automotive data was often perceived by journalists as tedious and too complicated for their readers. Framing data created by cars for writers in a way that is interesting and sexy was indeed a challenge.

Approach

The $15 billion acquisition of Israeli automotive/computer vision company Mobileye by Intel made headlines internationally and gave us the opportunity to “News-Jack” related stories. Mobileye is about making sense of visual data to keep drivers safe, and we were able to use these stories to illustrate just how crucial data is to auto manufacturers and the future of autonomous driving, featuring otonomo as a leading voice in the automotive-data sector.

Impact

We offered Ben Volkow, otonomo’s CEO, as an expert commentator during that ongoing news cycle. As a result, otonomo was almost always included whenever journalists wrote pieces about hot automotive data companies as well as pieces about Israel as an emerging automotive tech hub, including articles in Bloomberg, Fortune, and Arstechnica.

SUPER BOWL AD CAMPAIGN
Wix

Securing the Super Bowl Spotlight

Wix

Securing the Super Bowl Spotlight

Challenge

Do-it-yourself website creator WIX spent about $4.5 million on a 30-second ad spot during Super Bowl XLIX. We needed to maximize the value of those 30 seconds and make the impact last much longer than just half-a-minute of airtime. The Super Bowl is one of the biggest marketing stages a company can get, so there was enormous pressure to ensure that company messages resonated in discussions surrounding the ad – before, during and after the advertisement aired.

Approach

The Super Bowl took place February 1st, but our goal was to maximize coverage long before the ad was broadcast. It’s a given that all the Super Bowl ads get plenty of media coverage in standard post-game reviews, but individual ads often get lost in all the hype and noise. We utilized strategically released “snippets” of the ad, so that we had consistent news to share with journalists over the pre-Super Bowl months. In that way, we were able to secure consistent, ongoing coverage for the campaign well ahead of kick-off.

Impact

Wix’s Super Bowl Campaign achieved over 145 pieces of coverage over a 3-month period. We placed articles in CNN, The New York Times, The Washington Post, Associated Press, Fast Company, Business Insider, Ad Age and Ad Week, among many others. PR was an integral part of WIX’s successful Super Bowl Marketing Strategy, which won the Merkle-RKG’s Digital Bowl Report.

“[WIX CMO Omer] Shai claims Wix's digital marketing, social media, and PR efforts meant 300 million people across the world saw the campaign in some shape or form. He says that is in addition to the 114.5 million people or so that tuned in to watch the game live on NBC in the US.”

Business Insider

Clients in the news
Techcrunch: What it’s like to drive a car while it’s being hacked
Techcrunch: What it’s like to drive a car while it’s being hacked
BBC NEWS: The Liverpool app that sidesteps the banks
BBC NEWS: The Liverpool app that sidesteps the banks
CNBC: Lemonade tries to disrupt traditional insurers
CNBC: Lemonade tries to disrupt traditional insurers
CNN: Brexit uncertainty will hurt industry
CNN: Brexit uncertainty will hurt industry
ArsTechnica: Can cellphones handle vehicle-to-vehicle comms better than radio networks?
ArsTechnica: Can cellphones handle vehicle-to-vehicle comms better than radio networks?
Financial Times: Europe's ports vulnerable as ships sail without oversight
Financial Times: Europe's ports vulnerable as ships sail without oversight
Entrepreneur: 5 Ways Powerlifting Trained Me to Be a Better Entrepreneur
Entrepreneur: 5 Ways Powerlifting Trained Me to Be a Better Entrepreneur
Business Insider: A Superbowl Advertiser Tells Us Why The Big Game is Worth Every Penny
Business Insider: A Superbowl Advertiser Tells Us Why The Big Game is Worth Every Penny
CNBC: How AI and behavioral data can make searches smarter
CNBC: How AI and behavioral data can make searches smarter
TIME Money: Uber Competitor Via Is Offering $2 Rides in Washington D.C.
TIME Money: Uber Competitor Via Is Offering $2 Rides in Washington D.C.
MIT Technology Review: Finally, There’s a Halfway Compelling Consumer Drone Delivery Service
MIT Technology Review: Finally, There’s a Halfway Compelling Consumer Drone Delivery Service
Forbes: This Startup Is Helping Daimler And BMW Compete With Google For $10 Trillion Market
Forbes: This Startup Is Helping Daimler And BMW Compete With Google For $10 Trillion Market
New York Times: When Self-Driving Cars Can’t Help Themselves, Who Takes the Wheel?
New York Times: When Self-Driving Cars Can’t Help Themselves, Who Takes the Wheel?
Entrepreneur: Staying in Your Lane: Why Startups Must Stay Focused
Entrepreneur: Staying in Your Lane: Why Startups Must Stay Focused
Financial Times: Yonatan Adiri, Healthy.io
Financial Times: Yonatan Adiri, Healthy.io
Forbes: Check Point CEO Wants Faster Growth
Forbes: Check Point CEO Wants Faster Growth
Wall Street Journal: Car’s Data Transmitter Can Be Hacked to Take Control, Firm Says
Wall Street Journal: Car’s Data Transmitter Can Be Hacked to Take Control, Firm Says
CNN: Israel's success in the tech sector
CNN: Israel's success in the tech sector
BBC WORLD NEWS: ZVI SCHREIBER, CEO FREIGHTOS
BBC WORLD NEWS: ZVI SCHREIBER, CEO FREIGHTOS
WIRED: Lemonade is the insurance company with a conscience
WIRED: Lemonade is the insurance company with a conscience
New York Times: Why Your Airline Says It’s Sorry
New York Times: Why Your Airline Says It’s Sorry
Bloomberg TV: Avishai Abrahami, CEO of WIX
Bloomberg TV: Avishai Abrahami, CEO of WIX
Reuters: Israeli-developed device aims to replace many doctors' visits
Reuters: Israeli-developed device aims to replace many doctors' visits
Wired: THE FEDS ARE SPENDING MILLIONS TO HELP YOU SURVIVE NUCLEAR WAR
Wired: THE FEDS ARE SPENDING MILLIONS TO HELP YOU SURVIVE NUCLEAR WAR
Forbes: Israeli Startup Taking Share From Workday In $15B Market
Forbes: Israeli Startup Taking Share From Workday In $15B Market
Mashable: Enlight wants to be a Swiss Army knife for mobile photo editing
Mashable: Enlight wants to be a Swiss Army knife for mobile photo editing
Techcrunch:  MyHeritage launches DNA testing service to help you uncover your family’s history
Techcrunch: MyHeritage launches DNA testing service to help you uncover your family’s history