---
title: Launching a company with an innovative suite of products
description: Penta supported an entertainment-focused AI company's launch and partnership acquisition, shaping their brand, increasing media coverage, and establishing a strong online presence.
image: https://pentagroup.com/hubfs/Abstract%20Case%20Study%20Visual%204.jpeg
---

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Brand & reputation

# Launching a company with an innovative suite of products

![](https://pentagroup.com/hubfs/dateIcon.png) June 10, 2024

![](https://pentagroup.com/hubfs/person.png) Owen McNamee

TOPIC • AI, Brand & reputation, Entertainment

### Situation

Penta was retained by an entertainment-focused generative AI startup ('the client') to help launch their company. Even with an innovative suite of products, the client needed to identify a brand and positioning that would appeal to customers unfamiliar with artificial intelligence — even as it distinguished them from competitors in a crowded marketplace.

Following their successful launch, the client retained Penta to support it through a series of partnership announcements in Hollywood and beyond.

### Our Approach

Penta conducted extensive competitive research to inform branding ahead of the client's launch.

Following the launch, Penta developed and implemented a comprehensive communications strategy, including:

- Weekly media pitching
- Quarterly report on the state of generative AI
- Regular appearances by leadership at events and conferences
- Social media content for LinkedIn, Twitter and Instagram

### Impact

For the client’s launch and subsequent partnership announcements, Penta: 

- Shaped and earned media coverage in outlets such as Axios and the LA Times, helping to expand user base by 2.5+ million
- Drafted two installments of a widely-read quarterly AI intelligence report
- Vetted and amplified founder appearances at three speaking engagements
- Developed an organic social media strategy that has helped the company and its founders become recognized voices on LinkedIn

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