The Challenge: Adhark, launched in June 2016 by Boston University alum Jehan Hamedi, was an early-stage marketing-tech (martech) + artificial intelligence company the uses “design sense” and almost two dozen patented algorithms to take the guessing out of the equation for big brands when choosing images for advertising, social media and marketing campaigns.
The Approach: Since day 1, we’ve been tasked with a “shotgun approach” to our PR strategy, aggressively – yet strategically – conceptualizing ongoing storylines and pitch angles to secure local, regional and national press coverage so the Adhark team can confidently meet with investors about Series A funding.
Results: Two big wins for DPA include a Boston Sunday Globe business cover story on Adhark and its analyzation of sneaker company advertising images surrounding the 2018 Boston Marathon, along with a feature story in Women’s Wear Daily (WWD) about Adhark as a whole and its work with Tommy Hilfiger. We’ve also secured Founder Jehan Hamedi as a live on-air guest on NECN (New England Cable News) ‘The Take’ with Sue O’Connell as a social media expert surrounding the presidential election, and Adhark and/or Jehan in their key media targets including VentureFizz, IdeaMensch, Marketing Land, Mad Marketer, Boston Common magazine, Becker’s Hospital Review, TDWI, TechMania411 and CMSWire. Adhark parlayed this success into becoming a MassChallenge cohort and caught the attention of Pepsi. They parlayed that into a pivot and relaunch as ‘Vizit,’ and DPA continues to work with them today, and continues to secure national and trade-specific media coverage that has led to companies such as General Mills seeing our coverage and reaching out to Vizit on their own.
