Happy International Women’s Day! 💜

Today we’re celebrating the brilliant, thoughtful, creative, supportive women who make our community what it is.

We are grateful to learn from you, work with you, and build alongside you every day.

#IWD2026 #GiveToGain #JustAddWaters

Designing For Trust: Four Shifts Reshaping B2B Marketing In 2026 Audiences are done with vague AI talk; they need companies to be open about limitations and safeguards.

Customer-led buying isn’t a trend anymore — it’s the default.

In her latest Forbes article, Exclaimer’s Jenny Herbison shares four shifts reshaping B2B marketing in 2026 & why every buying path needs the same clarity and credibility.

Read more: bit.ly/4aA9kFp

#JustAddWaters #Marketing #Exclaimer

Exclusive: Newo.ai lands $25M to make voice AI the backbone of SMB front-desk operations — TFN SF startup Newo.ai raises $25M Series A to build reliable AI voice agents that capture SMBs' missed calls (20-40% revenue lift). Production-grade on Google Gemini.

Big milestone for Newo. ai with a $25M Series A to scale AI voice agents for SMBs.

When missed calls mean missed revenue, reliable voice AI becomes infrastructure.

Full story:bit.ly/40ksdpK

#JustAddWaters #NewoAI

Happy Thanksgiving to our U.S. clients, friends, and partners! Today’s the perfect time to say we appreciate you more than words can say.

Here’s to full plates, warm homes, and inboxes that stay quiet.

#JustAddWaters #HappyThanksgiving

Catch @binnygill of @Kognitos on Not Your MBA Podcast — recorded at InsureTech Connect 2025 in Vegas.

He shares how Kognitos is making plain English the new programming language, and why automation should never hallucinate.

🎧 bit.ly/47Qib4t
#JustAddWaters

(Some) software developers may now evolve to become orchestrators Coding is dead. No, it’s not. Good, that’s out of the way and crystal clear. Of course, software application development is not going away, despite the rise of AI and the multifarious layers of ...

Developers are evolving. Intelligence is orchestrated. Our clients are out front.

Always great to see Waters clients like Auditoria, DevRev, and Kognitos shaping the future of software development.

Read more: www.computerweekly.com/blog/...

#AI #Automation #SoftwareDevelopment #JustAddWaters

AI-ready integration & automation platform Discover Tray's low code platform to build, deploy, and scale AI agents across departments in a fast, flexible, safe way.

Shadow MCPs are the new shadow IT.

Tray.ai’s Agent Gateway brings governance to MCP servers and tools with policies, permissions, versioning, and compliance built in.
All within the Tray platform for secure, scalable agent use.

TechstrongAI feature: bit.ly/4nuGZn0
#JustAddWaters

Upwind CSO Rinki Sethi on AI and runtime security with Bloomberg | Upwind Security posted on the topic | LinkedIn Live from Bloomberg in London, our CSO Rinki Sethi, joined the studio with Francine Lacqua to discuss how AI is reshaping both the threat landscape and the way security teams need to operate. She made one thing clear: AI isn’t just a risk, it’s an equalizer. Attackers are already using AI to move faster. Security teams need to do the same, not just to keep up, but to scale beyond human capacity. That’s where runtime security becomes critical. “You've got to be where the attacks are happening, and so the future of security is all going to be at runtime,” Rinki explained. “You can’t do security right if you’re not at runtime.” We're proud to have Rinki leading the way, not just for Upwind, but as a voice driving the conversation globally around how AI is changing security, and why runtime needs to be at the center of it. 💙 Up & Upwind! 🏄‍♂️ Greylock Partners, Craft Ventures, TCV

Waters Agency was at #BloombergTech London this week with @upwindsecurity CSO, Rinki Sethi who joined Francine Lacqua live in the studio to discuss how AI is reshaping the #cybersecurity landscape.

Check out the full interview here: bit.ly/3WlOx0k

#JustAddWaters

We don’t chase headlines. We build stories that matter. PR should feel like a conversation, not a broadcast. That’s how we work.

#JustAddWaters

Happy World Quantum Readiness Day! 🚀🔐 Shout out to the innovators helping businesses get future-ready with secure data, resilient systems, and quantum-safe solutions. #QuantumReadinessDay #JustAddWaters

We’re not here for solo genius. At Waters, the real magic happens when we co-create, challenge, and cheer each other on. That’s where ideas take off.

#JustAddWaters

Celebrating the creators, innovators, architects, coders, security leaders, and digital champions driving our world forward. Happy National IT Professionals Day!

#ITProsDay #JustAddWaters

Happy Programmers’ Day! 🎉💻 Shout out to the programmers who solve problems, fuel innovation, and shape the future with every keystroke. #JustAddWaters #ProgrammersDay

At Waters, work isn’t tied to one location. Our team shows up from all over — focused, collaborative, and doing their best work where they work best.

#JustAddWaters

With Cayosoft Contract, IRS Finally Tackles Modernization It seems the IRS is about to become more efficient. That might not be what taxpayers want to hear. But it’s about time.

The IRS is moving off legacy Active Directory tools and turning to @cayosoft.bsky.social. Security Boulevard covers how Cayosoft will support real-time change tracking, forest recovery, and secure delegation across AD, Entra ID, and Microsoft 365. #JustAddWaters
securityboulevard.com/2025/06/with...

How THG fixed its Frankenstack - Ctrl Alt Lead podcast E-commerce giant THG was stifled by silos and legacy. A new approach to partnerships slashed power use, costs and online fraud all at once.

Great episode of Computing’s Ctrl Alt Lead podcast featuring Joanna Drake, CTO at THG!
Joanna chats with host Tom Allen about how THG modernised its storage infrastructure and cut power use by 80% with Waters client Pure Storage. #JustAddWaters
www.computing.co.uk/podcasts/202...

PR in the AI Era - Live from Marketverse Marketing 911 · Episode

AI might be transforming PR, but the real secret to cutting through? It’s more human than you think. Our CEO Declan Waters joins the Marketing 911 Podcast to share why personal connection beats inbox noise. #PRsuccess #JustAddWaters

🎧 Tune in: open.spotify.com/episode/4uHv...

Turning data centres green Data centres are crucial to the digital economy, yet their growing energy consumption profoundly impacts households and the broader economy

It's time to update Europe's data centre infrastructure, says Charlie Giancarlo, CEO of Pure Storage.
In his op-ed for Business Reporter, Charlie shares how greener data centres start with smarter storage. #PRsuccess #JustAddWaters
www.business-reporter.co.uk/sustainabili...

Enterprises are getting hit, staying down, and not seeing the benefits of AI investment Businesses take five weeks to recover from cyberattacks

Great to see @nasuni-official.bsky.social's new global research featured in @techradar.com.web.brid.gy!

Findings include just 27% of AI projects delivering ROI and that an average of five weeks is spent recovering from a cyber attack.

#prsuccess #justaddWaters

www.techradar.com/pro/enterpri...

Don’t risk losing your data. #WorldBackupDay is a reminder to back up, secure, and stay protected. #JustAddWaters

Now You Can Talk To Otter’s AI Agent During Meetings Otter launches a trio of new AI Agents, including one that can answer voice questions live in your business meetings.

Yesterday Otter.ai launched a world-first AI agent! Otter's new voice-activated AI agent can actively participate in meetings, answering questions and performing tasks! Pleased to see @bazzacollins.bsky.social at Forbes cover the news. #JustAddWaters www.forbes.com/sites/barryc...

Channel Leaders EMEA 2025 Details

Congratulations to Geoff Greenlaw, Vice President of EMEA & LATAM Channel Sales at Pure Storage, for being recognized on the 2025 CRN Channel Leaders List! Read his full profile here: www.channelweb.co.uk/series/chann...

#PRsuccess #JustAddWaters

The UK data center Critical National Infrastructure: challenges and opportunities What does Critical National Infrastructure status mean for data centers?

Great to see Fred Lherault, Field CTO at Pure Storage, featured in TechRadar Pro! Fred's piece explores the UK government's move to designate data centres as Critical National Infrastructure.
Read more: www.techradar.com/pro/the-uk-d...
#PRsuccess #JustAddWaters

Cloud Computing Magazine Announces Winners of 2024 Backup and Disaster Recovery Awards The Cloud Computing Backup and Disaster Recovery Award recognizes technologies and vendors that have built cloud solutions empowering businesses to remain active and productive under even the most cha...

We’re thrilled to share that our client Assured Data Protection has been announced as a winner of the @tmcnet.bsky.social 2024 Cloud Computing Backup & Disaster Recovery Award! Huge congrats to the team for this amazing achievement! 👏 #Justaddwaters
cloud-computing.tmcnet.com/breaking-new...

The Data Engineering Grease, Guts And Gears Behind AI Alonside data management frameworks, a holistic approach to data engineering for AI is needed along with data provenance controls and data preparation tools.

We're thrilled to see @jimliddle.bsky.social, Chief Innovation Officer for Data Intelligence & AI at Nasuni, in @forbes.com! He breaks down the “grease, guts & gears” of data engineering driving AI. Don't miss this insightful piece by Adrian Bridgwater. #JustAddWaters
www.forbes.com/sites/adrian...

Geoff Greenlaw What's the most surprising lesson 2024 has taught you so far?

We’re thrilled to see Geoff Greenlaw, VP of EMEA and LATAM Channel Sales at Pure Storage, featured on the CRN A-List! Geoff shares his surprising lessons from 2024, along with personal insights and industry trends.
www.channelweb.co.uk/profile/a-li...
#WatersClient #PRsuccess #JustAddWaters

Otter.ai’s Sam Liang: We can unlock valuable data from meetings and conversations Co-founder of transcription start-up reckons we can even let avatars take our place in work interactions

Recently, Sam Liang, CEO of Water's client Otter.ai, sat down with @elainemoore.bsky.social at the @financialtimes.com to discuss his vision for AI Avatars and Otter's journey to supercharging meetings and productivity with AI. #PRsuccess #JustAddWaters
www.ft.com/content/1f07...