Date:12/9/2021
Time:2:00 PM EST/11:00 AM PDT
Duration:60 minutes
Squid Game PR: The Technology Tug of War
When it comes to storytelling, technology brands are being pulled in two directions. Should you talk tech and prioritize PR focused on products, speeds and feeds, and specifications to capture audience mindshare and drive sales? Or do you take a page from consumer brand successes and lean heavily into a brand-first approach, focusing PR around a company’s values, mission and authenticity to connect with customers and partners?
Depending on whom you ask, the answer seems clear as mud. It’s no wonder marketing and communications professionals feel stuck in an endless game of tug of war.
In an age where headlines scream “Tech PR is Dead” and “The Brand Purpose Debate: Is the Pendulum Swinging Too Hard?”, B2B and consumer-tech companies around the globe crave clarity and direction.
-Should a brand-first mentality trump a product-first one? -Can CMOs and CTOs get on the same page? -What about in-market differences... can a global comms team truly have the same priorities if they have differing audience needs? -Does being a B2B technology, as opposed to a consumer-tech company, throw a whole other kink into the mix?
Armed with data and insights from marketers and communicators worldwide, this webcast, brought to you by Allison+Partners’ Global Technology Group, will aim to end the spinning and provide answers. Industry leaders will share their perspectives on the evolution of Tech PR and answer the age-old conundrum that plagues in-house and agency tech PR experts... Which comes first: the brand or the product?
Speakers: -Jennifer Temple, CCO, Hewlett Packard Enterprise -Mariana Agathoklis, head of communications, Verizon Business -Karyn Barr, MD, B2B Technology, Allison+Partners
Speakers
Jennifer Temple CCO Hewlett Packard Enterprise Jennifer serves as Chief Communications Officer for Hewlett Packard Enterprise (NYSE: HPE), a global technology company with $28 billion in revenue and 60,000 employees. As a member of the company’s Executive Committee reporting to the CEO, Jennifer has led the
transformation of the global communications function to distinguish HPE in the marketplace,
enhance the employee experience and demonstrate the company’s societal impact. She has
global responsibility for corporate and financial communications, marketing and product
communications, industry analyst relations, executive communications, employee
communications, and digital media and creative services.
Jennifer joined HPE in 2018 from Wells Fargo (NYSE: WFC), where she managed high profile
communications during a period of significant transformation for the bank. She was a key crisis and reputation advisor, lead spokesperson, and manager of culture and employee experience programs across multiple divisions. She also led consumer outreach campaigns, executive thought leadership programs, and digital and social media engagements that highlighted the customer experience.
From 2003 to 2012, Jennifer worked at public relations consulting company Hill & Knowlton. As EVP and General Manager, she managed the company’s San Francisco operation with $7 million in annual revenue and served on the U.S. Executive Committee. She provided corporate, financial, M&A and executive positioning counsel to global clients including HP, LinkedIn, Yahoo!, SanDisk and Qualcomm, among others. Previously, Jennifer served in senior marketing and communications roles at The Irvine Company and Montgomery Securities (later BofA Securities) and was Assistant Press Secretary to former California Governor Pete Wilson. She started her career at Edelman. She serves on the board of the Hewlett Packard Enterprise Foundation and is a Trustee with the Institute for Public Relations. She is also a Board Member and VP of Communications for the Los Gatos chapter of boys team charity (btc). She is a member of World 50’s Communications 50, the Arthur W. Page Society, the National Investor Relations Institute, NACD’s Accelerate program, Beyond Board, and Enrich.
Jennifer holds a B.A. in Communication from the University of Michigan.
Mariana Agathoklis head of communications Verizon Business Mariana Agathoklis is a corporate, brand, crisis, consumer and employee communications specialist with experience across technology, media, consumer products and gaming.
Currently, she serves as Head of Communications for Verizon Business - one of two business units at Verizon with 30,000 employees and $30 billion in global business - and Vice President of Corporate Communication for Verizon – overseeing corporate communications, executive communications, public policy, crisis, network and 5G priorities.
Previously, Mariana led the MTV communications team, capping off a decade-plus long career with the Millennial and GenZ focused brand. Her work spanned the award-winning “Rock Band” video game franchise, Emmy-award winning public affairs campaigns, linear and digital-based documentary and series publicity, MTV News, major events like the “MTV Video Music Awards,” social media initiatives and more.
Mariana began her career at Porter Novelli in Washington, DC and New York City, affording her the opportunity to work with a diverse roster of clients including the Business Roundtable, Safeway, Timberland, Chapstick and The College Board. She graduated cum laude from Boston University’s College of Communications and is an alumna of the Alpha Phi Fraternity.
She lives in Summit, NJ with her husband and toddler.
Karyn Barr Partner + Head of B2B Technology Allison+Partners Karyn has worn a few hats in her many years with Allison+Partners – all of which map back to technology. As founder of the agency’s B2B Technology group, Karyn dedicates her time to developing high-growth strategies for both startups and Fortune 500s. A former journalist and speechwriter, she knows what it takes to tell a compelling, relatable story for even the most complicated of technologies. Her nose for the news has helped companies evolve their brand narratives to speak to the heart of today’s issues, establishing them as true category leaders. Under Karyn’s award-winning direction, her teams spearheaded programs for HPE, Autodesk, C3.ai, Teradata, Tech Data, Skybox Security and many more.
Prior to joining Allison+Partners 14 years ago, Karyn lived in New York City where she worked both on the agency-side and within the media. She holds degrees from Georgetown University and Columbia’s Graduate School of Journalism. When not talking about the wonders of AI, data, fintech and the like, she’s running around San Francisco or up in the Sierras with her husband and two (very) energetic kids.
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