We executed a five-year plan to grow Aspera, an IBM company that creates software technologies that moves the world’s large data at maximum speed, and its brand for acquisition.
We started working with Aspera in 2010, growing a small UK-based trade PR campaign into a worldwide communications programme. Building the profile and making it attractive for acquisition was a key, long-term goal. So we established Aspera spokespeople as thought leaders, educated target industry sectors about technology benefits and differentiators, and highlighted customer successes.
Aspera co-founder Michelle Munson was passionate, smart and inspiring – there was no one better to tell the Aspera story. We pitched her to speak at major trade shows like NAB and IBC and secured profile pieces, including a coveted New York Times ‘Corner Office’ profile.
We put Aspera technology front and center, where it earned two Emmy Awards, multiple Best of Show and Product Innovation awards from NewBay Media and an IABM Game Changer award. Michelle earned prominent awards too, including the San Francisco Business Times Most Influential Women award.
We built the brand in agreed target sectors, resulting in numerous opinion articles and case studies in top-tier media and entertainment media like TV Technology, Broadcast, SVG and Digital Video and life sciences publications like Nature.
Aspera was new to the streaming environment. We helped launch its FASPStream solution with press events at NAB and IBC and positioned the product that’s gone on to earn numerous industry awards. Product awareness was instrumental in reaching the company’s ultimate goal. IBM acquired Aspera in 2014.