We’ve launched a podcast! Crossing the Pond explores what it takes for North American B2B brands to succeed in the UK market. Each episode, we’ll hear from leaders who’ve done it before - sharing their lessons, missteps, and proven strategies for transatlantic growth.
In our very first episode, host Richard Cook sits down with Eric Brown, VP of Corporate Marketing at Aviatrix. Eric is a global communications leader with three decades of experience across 30 countries, having held senior roles at Microsoft, Yahoo, NetApp, Skype, and Sun Microsystems. Together, they explore the evolution of PR - from the days of print media to social networks to today’s AI-powered storytelling - and dig into the practical realities of preparing for UK expansion.
Five Lessons Every North American Brand Needs to Hear
Eric has seen what works - and what doesn’t - when building a reputation overseas. Here are his top five strategies for success:
- Prepare for the UK’s cynical media culture
Expect sharp, dry humour and a sceptical tone from journalists - and don’t take it personally. - Prioritise localised content
UK audiences want relevance. Local case studies, market data, and cultural references build credibility faster than repurposed U.S. materials. - Understand the market first
Slow down. Research competitors, listen to customers, and immerse yourself in the local news and cultural landscape before making big moves. - Leverage AI for research and planning
Modern tools can supercharge competitor analysis, media monitoring, and strategy development - giving you an edge from day one. - Choose trusted, fun partners
Global PR is intense work. The right partners don’t just execute - they collaborate, teach, and make the process enjoyable.
Why It Matters
Breaking into the UK isn’t just about growth - it’s about entering a highly competitive, highly visible market where the margin for error is slim. As Eric notes, the right story, told with the right local insights, can be the difference between thriving and becoming another failed statistic.
For B2B leaders looking to make the leap across the Atlantic, the playbook is clear: listen first, localise everything, and surround yourself with the right support network.
Listen to the first episode of Crossing the Pond here:https://youtu.be/6ZHahstoPYQ?si=7EZVMSDReGtjL4zY
An Award Winning B2B PR Consultancy
B2B Content Campaign of the Year – Champion Communications & MobileIron: Trouble at the Top
Best Use of Data in a Content Campaign – Champion Communications & MobileIron: Trouble at the Top
Shortlisted – B2B Campaign
of the Year (Aptum)
Best B2B Trade Campaign – Aptum
Best B2B Trade Campaign – Ivanti
Best Use of Data – Ivanti
Winner – Best Use of Data (Ivanti)
Winner – Best one-off Content Campaign (Ivanti)
Winner – Best Use of Data (Greenlight Commerce)
Winner – Best Content Campaign to Assist with Corporate Positioning (Greenlight Commerce)
Shortlisted – Best one-off Content Campaign (Aptum)
Champion Communications
is a member of the PRCA
Shortlisted – B2B Technology Campaign: It’s not always sunny in the cloud – The Aptum Cloud Impact Study
Shortlisted – B2B Technology Campaign: The Public Sector Problem
Shortlisted – Best corporate decision-maker targeted campaign: Trouble at the Top, MobileIron
Winner: gold – best pr campaign, go instore
Winner: bronze – best corporate decision maker targeted campaign, Ivanti
