AI, Cloud, Metaverse, and Open Source – Tech Brand Building for EPAM
Challenge: EPAM Systems is a global leader in digital transformation services, with an outstanding market position in digital and physical product development as well as platform engineering services. In Germany, Austria, and Switzerland (the “DACH” region), however, the company had so far remained largely unknown. That was set to change. In particular, customers in selected vertical industries such as automotive, banking, and retail were to benefit from EPAM’s experience from the “engine room of digitalization,” leveraging technologies such as cloud, AI, metaverse, and cryptocurrencies. A clear case for tech brand building with TDUB.
Solution and Results: Through continuous specialist media relations and several high-impact clippings in high-circulation general-interest media, we achieved the goal of increasing brand awareness. Our agency operated largely autonomously in the German-speaking market, while remaining closely aligned with EPAM colleagues in the UK and the United States.
Working closely with journalists, we developed study reports and guest articles for media outlets in the financial sector, retail, and automotive industries – including in Switzerland, for example in Handelszeitung. At the same time, we applied agenda surfing around the topic of “digitalization in Germany,” securing interviews with Germany Managing Director Dr. Peter Kürpick as a “tech thought leader” in key media such as Bild, t-online, and Computerwoche. Der Spiegel published a five-page feature on EPAM’s Belarusian founder and CEO.
Highlights:
- Opening of the new German headquarters in Berlin, attended by Governing Mayor Annette Giffey
- Classic specialist media relations with deep subject-matter expertise: ongoing guest contributions in established B2B media across multiple industries
- Expansion into recruiting PR with appearances on XING’s “New Work Stories” podcast on the topic of the IT skills shortage