BACKGROUND
AspenTech is a global leader in asset management software, delivering enterprise performance management, performance monitoring and optimisation solutions that enable industrial digital transformation.
CHALLENGE
AspenTech wanted to increase its presence in EMEA, targeting C-suite decision-makers, while strengthening its reputation as the international frontrunner in industrial software. Any effective PR programme needed to address several highly-specialised business areas such as energy, industrial data management, power & utilities and metals & mining across markets.
APPROACH
Across a 17-year period, from 2008 to 2025, Whiteoaks acted as a seamless extension of AspenTech’s team, building an in-depth understanding of its technologies, business units and the broader industry landscape.
The core focus of Whiteoaks’ activity was the UK market, although the company also acted as the lead agency for a wider international campaign, encompassing Germany, France and the Middle East. With Whiteoaks responsible for the strategic coordination of the international campaign, AspenTech benefitted from consistency of planning, brand promotion, messaging and reporting, as well as the knowledge that Whiteoaks was measuring and tracking every region, enabling it to easily assess what was working and where.
In the UK, Whiteoaks delivered an integrated PR strategy, combining thought leadership, press releases, expert commentary and media briefings to create a steady drumbeat of coverage in the national and business media.
Whiteoaks’ support extended across key milestones, including a variety of partnerships, the company’s 40th anniversary in 2021, and the organisation’s acquisition by Fortune 500 firm, Emerson.
“It’s rare for a PR agency to sustain a client relationship for nearly two decades. Whiteoaks’ partnership with AspenTech endured thanks to the agency’s adaptability, proactive strategy, media relations expertise and consistently high professionalism and talent across its account teams.”
Len Dieterle, Director, Corporate Communications, AspenTech
RESULTS
Visibility
796 pieces of UK coverage achieved, including coverage in The Daily Telegraph, The Times and The Guardian
424K estimated online coverage views, 76.4M audience reached and average domain authority of 45, between 2019 and 2025
Engagement
359 social engagements from coverage across the same six-year period (excluding LinkedIn)
Impact
The long-term partnership enabled Whiteoaks to deliver consistent, high-quality messaging that reflected AspenTech’s expertise and adapted as the business evolved from focusing on process simulation and optimisation in the late 2000s to asset performance management and industrial AI.
Through a strong PR strategy, Whiteoaks has been successful in building visibility and credibility for both key spokespeople and the AspenTech brand, strengthening its market authority in an increasingly competitive global landscape.
This contributed to making AspenTech an attractive acquisition for Emerson, marking a significant milestone in AspenTech’s growth story.
“Our long-term partnership with AspenTech is a clear example of the value that comes from building a thorough understanding of a client’s business, market and technology. Acting as an extension of their team for 17 years allowed us to deliver campaigns that truly reflected their expertise, adapting alongside them as their story evolved.”
John Broy, Chief Client Officer, Whiteoaks
