Description
ESSA Group – Tech Innovation & Executive PR Strategy
Expertise
Business & Tech Storytelling, Press Release Distribution, TV & Broadcast Pitching, Thought Leadership
The Challenge
ESSA Group, a top player in the Romanian trade marketing and sales industry and a client we have proudly represented since 2020, made a major move: a €1 million investment in AI and computer vision technology.
The challenge was to communicate this milestone not merely as a software acquisition, but as a strategic revolution in retail efficiency. We needed to highlight the dramatic operational impact - cutting audit times from 45 to 5 minutes - while also positioning the company’s founder, Eugen Saulea, as a visionary leader navigating a complex economic landscape marked by inflation and shifting consumer behavior.
The Solution
We developed a highly targeted Outbound PR strategy. Instead of focusing solely on the technical aspects of the AI implementation, we crafted a narrative that bridged technology with macroeconomic realities. The press release integrated expert insights from CEO Eugen Saulea regarding the 2025 retail challenges and the absolute necessity for efficiency in 2026.
By framing the AI investment as a direct answer to the market's pressure for cost optimization and data accuracy, we made the story irresistible to top-tier business, tech, and retail publications. We managed the strategic distribution to key journalists and opinion leaders in the business media.
Outcome
The story gained massive traction, being prominently featured in premium business media outlets.
From Press Release to TV & Thought Leadership
The campaign’s success went far beyond digital and print publications. Following the strategic angle we pitched, CEO Eugen Saulea was invited to a live broadcast on Profit TV. The initial announcement acted as a catalyst, generating multiple follow-up interview requests and media interventions, solidifying his status as a thought leader in retail innovation.
This campaign proves that a well-angled story does more than deliver news - it sparks conversations. By connecting a corporate investment to broader economic trends, we transformed a company update into a national business topic.
Our long-term partnership with ESSA Group is built on trust and a deep understanding of their business goals. From drafting the narrative to securing high-profile TV appearances, our focus remains on turning their corporate milestones into undeniable industry leadership.