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ADC is an AI transformation specialist that helps organizations make the most of the possibilities of data and AI. Their customers knew what they could do, but they haven't been able to tell this story on a larger scale yet. The ambition was clear: ADC wanted to profile itself as a trusted expert in the field of responsible AI.
ADC was already a familiar name in specific sectors such as the financial sector, but otherwise they remained modest. They found it difficult to spread their unique expertise on a larger scale, with a clear and appealing message. They wanted to position themselves more strongly as thought leaders in the field of responsible AI, make their experts visible in the media and land their stories in larger newspapers and podcasts.
Together with ADC, nxt agency developed a clear PR strategy and a sharpened key message: ADC makes an impact with data and AI. We identified their unique expertise and positioning, selected a few experts as spokespersons, and determined which themes and media best suited their story.
We built a structural PR approach that went beyond individual press releases. In addition to strategic advice about messaging, we were also regularly newsjacking. For example, we regularly brought in experts at ADC who could explain a new AI app or development. “It also helped with our business development: we were forced to think about our core activities and positioning”, adds Sabrina.
We took the time to get to know ADC well and get to know what they want to be known for. By constantly coming up with ideas and proposals, we helped to further refine their message and spread it consistently. For example, we noticed that new CBS figures on digitization and the labor market were planned, which seamlessly matched ADC's expertise. We pitched ADC to relevant journalists, which led, among other things, to an interview on NPO Radio 1.
In less than a year, ADC doubled its visibility in the media:
“nxt agency takes the time to understand who we are and what sets us apart. They are proactive and come up with their own ideas. It feels like a real collaboration, not like we're just hiring someone,” says Sabrina Koppers, Marketing & Communications Lead at ADC.
With a strong visibility in the Netherlands as a basis, the focus is now shifting to other countries. In the coming period, we will continue to build ADC's reputation as a thought leader in the field of Responsible AI in Denmark and Sweden. In addition, we are working to increase the diversity of spokespersons. We select new experts as familiar faces. The first discussions and brainstorms about this have started.
