The campaign

Just as a rocket has to be maintained and its departure into space has to be precisely prepared, it is also important in the PR world to develop a good strategy before acting – our included the pillars

• Spread the word with corporate communication announcements (expansion, investment round, …)
• Vertical B2B PR by targeting businesses cross-industry and sector by sector
• Create a steady drumbeat for B2C to reach new talents with a proactive and confident approach to flexible work models, a plea for more acceptance, respect and humble approach to simplified work and pushing the importance of new work
• Establish the company and its spokespersons as thought leaders
• Quick wins by proactively leveraging what’s already out there
• Preparation for the case of emergency by creating a crisis comms guide implementing a crisis workshop

Keeping Zenjobs back free and work together hand in hand by being a partner for all (comms) concerns, for example we supported Zenjob to find an interim head of comms and set up a joint radio promotion.

Opening up to new target groups besides students, launching in new cities, being on a path of internationalization and successfully closing a major financing round, Zenjob already brought a lot to the table we could communicate on. Gründerszene, Personalwirtschaft or Techcrunch – you name it – we got the attention of top media outlets. Besides the major milestones, however, it was also important to maintain a strong drumbeat and to position Zenjob as a thought leader and trailblazer. For the latter, we focused on Zenjob’s core themes of new work with focus on the flexibilisation of the working world as well as the Gen Z, digitalization and creating a fair platform economy. To do so, we resorted to several tactics:

Let’s go bananas about data (stories)!

We love data, you love data – everyone loves data, especially when they provide interesting insights. Fortunately, Zenjob’s data stories do just that! Whether the Gen Z study or Zenjobs „Jobspiegel“: We have aimed high and hit the mark by convincing high-profile media such as HR Journal, W&V, der Standard, t3n, Haufe, Horizont or BusinessPunk of the results.

Thank you, Zenjob!
It was a pleasure to work with you!

The brief

One of the world’s leading global auditing and consulting firms wanted to prepare its senior employees for leadership roles through two structured development programs. THE NUUU, experts in leadership development, had been fine-tuning these programs for years. For the final rounds, they were looking for some extra coaching power–and that’s where we came in.

Thanks to our previous work with some folks now at THE NUUU, they reached out to our very own Chief of Staff, Kamal Nicholas, to jump in as a co-coach. We’re thrilled to contribute to these comprehensive programs and help shape the next generation of leaders!

The approach

We were brought on board to support two key initiatives:

A leadership foundations program – Designed to equip future managers with essential leadership skills, self-awareness, and an entrepreneurial mindset.

A strategic leadership & business growth initiative – Focused on preparing senior managers for their transition to partner roles within their company, fostering strategic thinking, and strengthening their leadership and entrepreneurial presence.

Both programs featured a blended learning approach, combining in-person training, peer coaching circles, virtual group coaching, and real-world business challenges. Over the course of several months, Kamal worked alongside the coaches from THE NUUU to guide participants through:

• Self-reflection exercises to enhance leadership effectiveness.
• Managing conflict and leading teams within complex projects.
• Strengthening client relationships and developing business acumen.
• Navigating uncertainty and cultivating a values-driven leadership style.

The impact

Through interactive coaching and guided self-reflection, participants gained deeper insights into their leadership styles, improved their confidence in high-stakes decision-making, and enhanced their ability to manage strategic challenges. The structured approach of THE NUUU’s programs, combined with a co-coaching support, allowed teams to uncover hidden challenges and engage in candid, constructive development conversations.

The key takeaways

• External coaching provides a unique, unbiased perspective that helps uncover challenges teams may not address internally.
• Leadership development is most effective when tailored to the needs of participants rather than following a rigid, one-size-fits-all approach.
• Long-term coaching partnerships such as the ones described here contribute to sustained growth and lasting behavioural change in leadership teams.
  
  

By jumping into THE NUUU’s well-established programs, we got to play a part in their ongoing success—while doubling down on our shared mission to shape the next generation of leaders.

The brief

Time is our most valuable asset. But using it wisely is sometimes not so easy. In a professional context, time and time management play a particularly important role, not only because legal regulations on working hours and their recording must be complied with. It is much more important to be aware of your time in order to use it as efficiently as possible – to make time valuable.

This is the mission of the Belgian company Protime. Already the market leader in time recording and workforce management in the Benelux countries, there is still a lot of potential for the company in the DACH region. In order to exploit this potential and come a step closer to its vision of becoming the number one in Europe when it comes to time management, Protime approached LAIKA. The aim was to raise awareness of the brand outside of its Belgian home country and to draw attention to it as an expert in time management in all its facets.

The campaign

To achieve our common goals, we focused on HR and business media as well as specialist media from Protime’s core industries such as retail and logistics. In the first step, we sent out a press release about Protime’s market entry in Germany in order to emphasize the importance of the German market for the company to the media in addition to the news.

We then made regular offers for guest articles and interviews in order to anchor Protime in the minds of journalists and to present the CEO as an expert on the topic of time management. The topic allows for many perspectives, so thematic diversity was our trump card. We were able to combine the topic of time management with various aspects of the New Work concept and thus bring Protime into ongoing discussions about work-life balance, hybrid work, artificial intelligence, skills shortages, productivity and work routines.

In addition, the campaign also dealt with current legal aspects, such as the obligation to record working hours or access controls. In particular, we were able to profitably address the upcoming Working Hours Act on several occasions. The questions of when it will come into force and what practical implementation options are available are currently regularly discussed in the media. By referring to currently relevant topics, we were able to position Protime as a pioneer in time management and workforce management on several occasions.

Another important strategic pillar of the campaign was the data stories, which we created in collaboration with YouGov Germany. We were able to show, through two data stories, that the different generations in the labor market perceive the topic of time management extremely differently and also associate different expectations with it, which explicitly dealt with the views of the older and younger generation with regard to questions about working hours, time management and everyday working life in general. In general, the topics of time management and work-life balance in combination with statistical data met with broad interest from the media.

The results

During our nine-month collaboration, we were able to record 22 clippings. HR outlets such as Persoblogger or HR performance as well as nationally renowned media with a wide reach such as FAZ or Business Insider and Business Punk included Protime in their coverage. We were able to reach over 56 million people in the DACH region: A thoroughly pleasing result, considering that Protime had ventured into the German market for the first time from a communications perspective. In view of this, we can proudly say that we have achieved our goals of positioning Protime as an expert in the field of time management and increasing brand awareness – from virtually zero to over 56 million. And we’re not stopping there – our journey continues. Stay tuned!

Thank you, Protime!
It’s a pleasure working with you!

The brief

The Corona pandemic has created real challenges for many companies, changing completely work dynamics – from home office to purely virtual team meetings. Echometer’s solution was a perfect fit for this situation, ensuring flawless employee development and strong teams, even remotely and entirely digitally. The only thing the Münster-based start-up lacked at the time was (media) awareness. A circumstance that was to be changed with a 3-month, targeted PR project.

Since November 2020, we’ve supported Echometer in its own product and corporate communication. Our goal: to focus on the many possibilities and beneficial functions of their team development software. Because a positive team culture and team development are of great importance for both employees and companies. While employees seek recognition and want to grow with the business, companies want to support their teams effectively. A measurement of this targeted support has been a difficulty – until now. This is exactly where Echometer’s team development software steps in: It helps companies not only to tackle challenges within teams transparently on the basis of psychological know-how, but it also makes this development and success measurable. Employees are directly involved in the continuous development process and can express their needs.

Our mission was quickly clear: The benefits of Echometer should be made visible to the relevant target groups – (agile) team leads and HR managers. In addition, it was our task to establish Echometer as a digital coach with the help of which teams are sustainably strengthened and their effectiveness is increased. In addition to presenting the software and its functionality, our mission also included positioning the founders as experts in their field and sharing successful case studies as well as announcing a successful financing round.

The campaign

Our PR activities fanned out into a wide variety of tactics: To position Echometer as an expert in the areas of agile team development and corporate culture, we created guest articles and placed the founders in podcasts such as D25 and HumanITy as well as in the form of exclusive interviews, such as with the Rheinische Post. In addition, we successfully distributed company news such as a completed financing round via exclusive offer and subsequent broad distribution.

In the three months of our cooperation – despite the Christmas break and Corona stress – we were able to place Echometer in relevant media such as Business Insider/Gründerszene, Haufe, MSN, Startup Insider and deutsche startups, thus significantly increasing awareness of the team development software.

Thank you, Echometer!
It’s been a pleasure to work with you!

The Brief

In March 2024, Cornerstone, a leader in workforce agility solutions, approached us to enhance their media presence in the DACH region. Although Cornerstone has been active in the DACH markets for over a decade, serving more than 7,000 customers and 140 million users in 186 countries, including iconic brands like Roche, Siemens, and DHL, their media visibility has remained relatively low. That’s where we come in to change that — and it was an instant perfect match. Just like Laika, Cornerstone is tech-driven and has innovation at its core. They focus on solutions that enable organizations to identify skills gaps and development opportunities, retain and engage top talent, and provide multi-modal learning experiences to meet the diverse needs of the modern workforce. Since March, we have been working together to raise awareness among the media and the public about the needs of the modern workforce and position Cornerstone as a key player in the market, ensuring that people are at their best– and when they are, organizations are too.

The Campaign

In the beginning, our focus was on reintroducing Cornerstone to the German media market. While the company was not new, awareness of it was low, and it was flying under the radar of many journalists. This was opportune timing, as Cornerstone was just about to launch Cornerstone Galaxy, a comprehensive new workforce agility platform designed to build high-performing, future-ready organizations and people, in early May 2024. This development not only gave us a newsworthy angle to bring the company back into the spotlight, but also made Cornerstone more approachable to journalists.

To complement the Galaxy launch, Cornerstone also kicked off its global event series, Connect Live, where customers and journalists were invited to embark on this new journey together. These events showcased both the Galaxy platform and Cornerstone’s latest acquisition of Talespin, making immersive learning experiences accessible and sharing the company’s future goals and vision. We invited select journalists to the German event, giving them the opportunity to get to know the company better, understand its vision, and engage in one-on-one conversations on-site.

All of this set the tone for Cornerstone’s reintroduction to the media market. Building on this, our goal was to establish Cornerstone as a thought leader, particularly on topics that are crucial for companies worldwide, such as workforce readiness. The world of work is changing rapidly, and if employees aren’t prepared, neither is the organization. This is where workforce agility comes in, helping to close the workforce readiness gap.

In 2025 AI became a widely discussed topic in the media landscape and for many service providers – and also for Cornerstone. They implemented AI into their services, helping companies analyse their employees’ hidden strengths, create learning roadmaps for them and even offer immersive virtual training programs. Because digitalization in Germany is still behind, compared to other markets, we helped Cornerstone to share their experiences with AI implementation in HR, with German journalists.

By demonstrating Cornerstone’s value as a thought leader and approachable service provider who is genuinely invested in its clients’ success, we are not just bringing Cornerstone to the forefront of media attention—we are making the company shine.

The Results

It’s safe to say that the DACH media landscape welcomed Cornerstone with open arms. After working together for over 1 year and 9 months, starting with a phase of reintroducing the company to the media and then further establishing them as a thought leader for employee education, re-skilling, and AI implementation in HR, we’ve successfully secured 57 articles and interviews in prominent outlets such as t3n, it-daily or Capital, and many others, reaching approximately 24.2 million people in total. We truly enjoyed working with Cornerstone and are excited to see what the future holds for them.