Trusted by over 100,000 customers worldwide across industries including media, healthcare, financial services, and government, Wasabi Technologies is recognised as one of the world’s leading cloud storage companies.
Europe is one of Wasabi’s fastest growing geographies. The PR team in Boston, Massachusetts, needed a European tech PR specialist to support this growth and take the PR and communications programme in the region to the next level.
Impressed by Tyto’s highly efficient PRWithoutBorders™ model, Wasabi was looking for a PR partner to increase brand visibility to support its sales team with the air cover needed to close more deals. A challenge Tyto delivered on in spades – within the first 12 months of working together media coverage grew by 45% year-on-year.
Beyond this, Wasabi also needed strategic guidance on how to use its resources effectively to respond to major developments in the global cloud market. Since joining forces in 2024, Tyto has helped Wasabi strengthen its leadership position on several important issues including anti-trust investigations in the cloud sector.
Having spent the first decade of her career in the agency world, Lindsay Daly, Director of Corporate Communications at Wasabi Technologies, was intrigued to learn more about Tyto’s PRWithoutBorders™ model.
From the very beginning, Lindsay says the Tyto team felt different – smart, genuine, and in sync. And because Tyto’s model mirrors how tech companies scale across Europe, she was impressed that Tyto operated in much the same way as Wasabi.
The onboarding process ran smoothly and because the Wasabi team didn’t have to brief and onboard teams in each country individually, it saved a lot of time, meaning that the Tyto team were able get up to speed much faster than she has expected.
“In the past, it’s sometimes felt really siloed and it was hard to keep everybody on the same page. That was something we knew had to change if we wanted to scale the PR programme. Tyto’s PRWithoutBorders approach really intrigued us from the get-go. With Tyto, we have a much more cohesive team and our PR and comms programme in Europe is more efficient than it’s ever been.”
Lindsay Daly
Director of Corporate Communications at Wasabi Technologies:
Tyto’s proven one-team approach has eliminated the silos that frustrated Wasabi’s PR team in the past, while delivering some big benefits.
Lindsay says Tyto makes a greater impact because the whole team is always aligned and up to date on the latest development at Wasabi, ensuring that nothing is missed or slips through the cracks.
Tyto’s local expertise and strong media relationships ensure that Wasabi’s in-house team are always the first to know about key developments in Europe, giving her confidence that Wasabi’s reputation is in safe hands.
“Our corporate communications team is headquartered out of Boston. There’s obviously a big gap in time and regionality. So, we really rely on Tyto to be our eyes and ears on the ground in this very important market. They’re able to guide us on what the hot topics are, what business sentiment is like, and how the media works differently. There are all those little nuances that because of our location we don’t have on a day-to-day basis. And so, the Tyto team is essential for us in that area.”
Working with Tyto is easy. Lindsay says the team is incredibly collaborative, strategic, and truly feels like an extension of Wasabi’s comms function.
Because of that, she trusts Tyto to work directly with Wasabi’s leadership team as well as some of the company’s largest partners and most strategically important customers across Europe.
“We love working with our Tyto team. It’s super collaborative. They feel just like an extension of our team and not an agency that we have to meet with every week and check off a list of activities. It’s not like that. They really do feel like an extension of our team. They’re trusted advisors to our leadership team as well as some of our biggest customers.”
Lindsay says the close partnership she has with Tyto is a refreshing change. Wasabi has achieved better PR results and made a much bigger impact across the region.
“The Tyto team has been instrumental in supporting my role at Wasabi. In the four years I’ve been here, Wasabi’s business has scaled exponentially. It’s my job to make sure that we’re always executing PR and communications programmes that support the business and our sales goals. Without them here to support one of our fastest growing regions, I don’t think we would have been as successful.”
Having worked both in-house and in agency, Lindsay has experienced both sides of the coin when it comes to managing international PR programmes.
Her advice for PR teams expanding into new markets for the first time is to take a holistic approach and consider the long-term vision, before jumping in feet first.
She says a common mistake tech companies make when expanding into Europe is treating PR as a checkbox activity. However, sending out a few announcements via a newswire is not a viable long-term strategy and won’t make a meaningful impact.
“The long-term strategy must align with your company’s business goals and you have to work those steps along the way and be willing to invest in the resources that can support that. It’s very tempting to get out there with some quick wins and that’s great, but you must have the long-term vision in place in terms of what you’re looking to achieve and then be smart about how you do that. It’s not just press releases; it’s consistent thought leadership, brand building, delivering value to customers, partners, reporters and so much more.”
Another factor Lindsay says is key to PR success in Europe is having the right support on the ground. It’s essential to have a partner, like Tyto, that can help tailor a global strategy to meet the needs of each country with local insight and market knowledge, ensuring PR activity is both fully in sync and effective across the region.
“It’s important to partner with a firm that has a deep understanding of all the market nuances because each country is so different. And if you’re selling in multiple countries, you need a partner who understands what is going to resonate and breakthrough in the appropriate way for each of those customers. So, definitely keep that in mind when you’re choosing a PR agency.”
