Repositioning Foxit as a leading AI-powered document intelligence platform across Europe

Strategy

Our strategy was to shift how Foxit showed up in the media – moving the conversation away from products and toward the business-critical challenges it helps solve.

Central to this was repositioning Foxit from a PDF company to an AI-powered document intelligence leader, with a clear point of view on the issues that are of most importance to enterprise buyers. In particular, we focused on innovation, AI, security and productivity as the themes most closely aligned to Foxit’s evolving proposition.

Instead of relying on product announcements, we deliberately placed Foxit into broader industry conversations, ensuring it was seen as a contributor to debates around AI, security, and productivity. This moved Foxit beyond its primary category and into broader industry conversations, where it could stand credibly alongside larger, more established players.

Approach

To bring the strategy to life, Tyto partnered closely with Foxit, delivering a joined-up programme that combined thought leadership, media relations and strategic positioning across the UK, France and Germany.

Thought leadership became a central part of the programme, helping Foxit participate in debates around the issues shaping its customers’ businesses, through commentary and opinion-led content grounded in real-world challenges.

Messaging was tailored to the audiences most important to Foxit, particularly enterprise IT decision-makers, business audiences and channel media. This ensured coverage reflected not only Foxit’s capabilities, but also the role it plays in enabling more secure, intelligent and productive document workflows.

The programme also adapted to local market nuances. For example, productivity proved a particularly strong narrative in the UK, while regulatory and market-specific considerations shaped how stories were positioned in France and Germany. Through Tyto’s PRWithoutBorders model, Foxit was able to maintain a unified European narrative while still achieving local relevance and cut-through.