Launching a company from stealth sounds exciting. In reality, it’s usually messy, rushed, and full of competing voices.

In this episode, Richard Midson is joined by Andrew Healey from Water & Wall (New York) to unpack a real fintech launch that had everything happening at once:
a new company reveal, a multi-million dollar seed round, strategic partners, and multiple stakeholders who all needed sign-off.

This isn’t theory or “best practice”. It’s a behind-the-scenes look at how an agency actually pulled off a high-stakes launch in a tight window, over Christmas, with limited margin for error.

They also get into how AI and GEO (Generative Engine Optimisation) are quietly changing media strategy, why some “low-status” sites now matter more than CMOs expect, and why embargo pitching is becoming less optional and more essential.

If you work in an SME PR agency or in-house comms role and you’ve ever had to launch something fast, complex, and political, this episode is for you.

Practical takeaways

• How to structure a launch when you have multiple announcements and can’t afford for one to bury the others

• Why longer embargo lead times are now helping reporters, not hurting coverage

• How to think about stakeholders when there are investors, partners, and comms teams all in the mix

• What GEO actually changes about media targeting, and why some overlooked sites now influence AI search results

GUEST
Andrew Healy - Water and Wall
LOCATION: New York, USA
WEB: waterandwall.com
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