This week Ogilvy won headlines by announcing the creation of Espresso, a “service offering” designed to cater exclusively to the startup set. We were interested in learning more about the techies who create some of our favorite apps and other digital toys, so yesterday we spoke to Luca Penati, Espresso founder and head of Ogilvy’s technology practice, for the inside angle.
What unique business and PR challenges do startups face?
Growth. Specifically, they need rapid growth on a limited timeline, and only exposure can help them achieve that growth with limited resources. It’s very important for them to do the right thing at the right time, because while bigger companies have the leeway to experiment, startups have only one shot at getting it right.
Even if you have a unique story it’s a struggle to get that exposure. And many startups were built by engineers who are brilliant but have a hard time telling their story.
How important is the origin story?