Grey Horse

We are a communication firm

We are a communication firm

At Grey Horse, we know that the power to attract attention is the power to change everything. As a full-service communications firm, our corporate philosophy is to work with individuals and brands who are changing the world for the better with big ideas, bold plans, and a commitment to equality and the environment. Fueling bold ideas with sharp execution, we make impactful statements and unforgettable experiences that change the conversation.

Services

We oversee the breadth of clients’ communications needs, from defining brand principles to communicating through a crisis. Working with global media organizations, bestselling authors, socially conscious non-profits, and top executives, we have produced major launch events, award-winning content, and digital media campaigns with billions of impressions. Our achievements are our clients’ achievements, and often milestones for the world.

  • Public Relations
  • Digital Strategy
  • Live and Digital Events
  • Crisis Communications
  • Female Leadership
  • Audience Engagement
  • Personal Branding
  • Web Development
  • Social Media
  • Brand Design
  • Content Creation
  • Media Training

Process

As an agency partner, we listen first, then broaden clients’ capabilities through our range of expertise. Every one of our projects is dynamic, and evolving continuously to meet the needs of the moment. Our work often includes the following phases:

  • Full internal audit
  • Competitive analysis
  • Onboarding interviews
  • Strategic plan
  • Asset development
  • Campaign execution
  • Daily real-time communication
  • Scheduled calls + meetings
  • Regular analytics reports
  • Evaluation + adjustments

Works

Jane Marie’s The Dream

Exploring the world behind MLMs

Little Everywhere, led by Jane Marie (This American Life) and Dann Gallucci (Modest Mouse) strategically launched their new documentary podcast The Dream about the mysterious world of multi-level marketing (MLM) companies.

Grey Horse built a comprehensive public relations strategy that put the podcast on the map, resulting in numerous tier-one placements including features in Vanity Fair, Rolling Stone, BBC America, The Los Angeles Times, and Vox Media. Following the launch, The Dream topped Apple Podcasts’ charts for weeks and was named to Apple’s List of Best Podcasts in 2018 and The Atlantic’s 50 Best Podcasts of 2018. In its first season, the podcast reached 10 million downloads.

Rage Becomes Her

Helping women put their anger to good use

In her first book, award-winning writer and activist Soraya Chemaly encouraged women across the world to harness their anger into positive personal and societal change. Grey Horse supported her messaging by coordinating a successful book launch party at Corkbuzz and creating a detailed social media strategy, as well as a full suite of Rage Becomes Her-branded graphics and audiograms.

The outreach campaign, led by Grey Horse, earned Chemaly fifteen notable publication mentions and/or features in Refinery29, ELLE, and The Washington Post, among others. The book quickly rose to the top of the Amazon charts and helped propel Chemaly’s career. In 2019, Grey Horse prepared Chemaly for her first TEDWomen talk which reached over 2.1 million views online.

The Ocean Agency

Fighting climate change through engagement

This international non-profit combines creativity, technology and powerful partnerships to drive awareness for ocean conservation, but in 2017, they wanted to build impactful content marketing around coral reef conservation which led Grey Horse to create a brand voice, style, and tone for outreach to funders, partners, and the general public.

Grey Horse provided strategic, high-level public relations messaging through a series of ghostwritten blog posts that were published in major outlets such as National Geographic, TIME, and Google. Within a few months, The Ocean Agency amassed thousands of new social media followers, with growth rates reaching well over 50%. Grey Horse’s efforts helped The Ocean Agency and its Netflix feature documentary, Chasing Coral, make the shortlist for an Academy Awards nomination. That same year, the French government appointed The Ocean Agency as the official coordinator of the International Year of the Reef for 2018.

United Nations

Training digital world ambassadors

In 2018, the United Nations lacked consistent messaging on its social media channels. In order to create a streamlined way to standardize its social media posting practices across one hundred channels in eight different languages, Grey Horse led a series of in-house workshops for over twenty United Nations social media specialists. With Grey Horse’s direction, the United Nations developed formalized guidelines and detailed best practices for their respective platforms. Workshop participants reported dramatic boosts in confidence dealing with daily routines, high-pressure situations, and social media messaging. The United Nations now has profiles on all major social media platforms and more than 50 accounts.

Highlights

Managing nearly 100 channels (in 8 languages)

Optimized response times for breaking events

Services

Social Media

Audience Engagement

MIT Technology Review

Making science tech feel like magic

Recognizing the need to progress in the digital era, this 120-year-old magazine needed new practices in order to expand their readership and attract a younger audience. Grey Horse led a series of workshops and trained staff in engagement techniques and social media tools. We provided strategic guidance on the development of a series of podcasts, videos, and digital communities that allowed MIT Technology Review to reach their intended audiences. As a result of these efforts, the magazine achieved a 3x increase in Twitter engagement rates. MIT Technology Review was also named one of the best scientific content creators by Synthego.

When the magazine hosted their first CES event, they worked with Grey Horse to create a unique, memorable experience for c-suite guests unfamiliar with the brand. Providing an escape from the standard technology-packed CES events, Grey Horse helped MIT Technology Review host a memorable, intimate dinner at a secret location in the desert: Calico Basin, Red Rock Canyon. Fifty hand-curated guests joined the impactful, memorable event and welcomed the only CES event without WiFi.

Highlights

3x increase in Twitter engagement rates

Named one of the best scientific content creators by Synthego

Services

Content Creation

Audience Engagement

Social Media

Event Production

Al Jazeera English

Speaking out in the Arab Spring

Al Jazeera, the prominent international news network, wanted to step boldly into the digital age, so they created a broadcast outlet for social media. To support Al Jazeera’s mission of giving a ‘voice to the voiceless,’ Grey Horse created The Stream, a daily show and digital community for broadcast news.

The Stream launched on the day Osama bin Laden was killed in Pakistan and featured the first and only interview with the man who witnessed it. This landmark story led to a revolution in online news programming for Al Jazeera English during the Arab Spring, and The Stream was nominated for the 2011 Emmy Award for Breaking News and won Webby People’s Choice Award in 2012 and Royal Television Society’s Most Innovative Programme in 2012 and the Gracie Award for Outstanding News Talk Show in 2013.

Highlights

Emmy Nomination, Breaking News

Royal Television Society Most Innovative Programme Award

Webby People’s Choice Award

The Gracie Award

Services

Audience Engagement

Social Media

New York Public Radio

Engaging an everywhere audience

With over thirty-six radio shows and podcasts, produced both in-house and by affiliated production companies, New York Public Radio (NYPR) needed a consistent audience development strategy across a multitude of platforms.

Grey Horse trained over one hundred staff members in workshops that covered analytics, audience engagement, KPI measurement, and more. NYPR’s audience increased tenfold over the next two years, and earned them praise for the ability to provide coverage in the midst of Hurricane Sandy which reached millions.

Highlights

Audience size across platforms increased 10x in two years

Reached millions during Hurricane Sandy with vital news and updates

Services

Audience Engagement

Social Media

Content Creation

PBS Newshour

Leading a legend into the digital era

With a reputation as one of America’s most trusted broadcast institutions, PBS Newshour needed to transition to incorporate a digital-based identity while safeguarding their journalistic standards and integrity.

Grey Horse built a comprehensive social strategy for engaging new audiences across all platforms, showcasing the client’s strengths as producers of thoughtful, high-quality video content. PBS Newshour’s social channels saw massive month-over-month gains, including growth rates of 15%+ on key social platforms, and ultimately culminating in an Emmy nomination for their livestream of the Deepwater Horizon oil spill in the Gulf of Mexico.

Highlights

Growth rates of 15%+ on key social platforms

Emmy nomination for coverage of BP oil spill

Services

Audience Engagement

Social Media

Feminist Fight Club

Proclaiming a manifesto in style

To celebrate the launch of Feminist Fight Club, Jessica Bennett wanted to throw a ‘feminist wedding,’ Grey Horse teamed up with Good Peoples to bring Bennett’s fantasy to life with an exclusive 450-person ‘Support Your Local Girl Gang’ event in Red Hook, Brooklyn. The venue-busting party featured media luminaries from across the world, as well as a variety of feminist vendors and Bennett’s favorite all-female doo-wop band.

Feminist influencers shared their support on social media, which ultimately encouraged thousands to spread the word about Feminist Fight Club. Musical entertainment was provided by PEP, GIPHY photo booths were fueled by Dots the game company, which provided a social-friendly photo experience for attendees, and the majority of donated products were given by female-owned companies from New York and Vermont. The event resulted in hundreds of books sold and event GIFS reaching more than 15 million reviews on GIPHY.

Services

Personal Branding

Live Events

Brand Activation

Kindred Media

Building brand recognition one episode at a time

LionTree, a top investment advisory company in the world of media, tech and telecom, sought a publicity and audience engagement campaign for their podcast KindredCast, which is hosted by renowned LionTree CEO Aryeh Bourkoff and focuses on the business of media and features notable guests such as Jon Favreau (Crooked Media), Larry Jackson (Apple Music), and Karlie Kloss (Kode with Klossy).

Working closely with the company’s Head of Growth, Grey Horse crafted an audience engagement strategy, developed a professional voice for KindredCast’s social identity, and targeted press outreach based on each KindredCast episode which resulted in numerous media hits in major magazines and trade publications such as Forbes, Variety, Broadcasting & Cable, and Game Revolution.

Profile

Founder

Kate Gardiner
Founder & CEO

Grey Horse is led by Kate Gardiner, a media strategist known for sparking grand initiatives between people, media, and technology.

After being named to Forbes’ 30under30 for pioneering the use of social media as an audience-building tool for publishers, Kate has made a specialty of leveraging new tools to focus the world’s attention. She has collaborated on the development of the world’s best tools for social media management, for example, and helped major publications strategize around monetized content distribution at scale. She has been an important strategic mind in a variety of globally-oriented communications situations, ranging from an early start covering the BP Oil Spill to the global tragedies that shaped the Arab Spring, Hurricane Sandy and the #MeToo movement. Her work has garnered Emmy nominations, spots on Oscar shortlists, and countless national media features.

Kate is proud of building an unstoppable, all-female team at Grey Horse, to whom she serves as friend and mentor.

Elevating women is at the heart of Kate’s personal and professional work. In addition to lifting up women in her network, Kate serves as an Advisor in the Built By Girls Wave program, offering 1:1 career guidance to young women and non-binary students, and mentors journalists through the Online News Association. She’s also on the advisory board of the Armah Institute of Emotional Justice, an organization that uses creative tools to engage with legacies of untreated trauma. She is also a strong supporter of GallopNYC, a therapeutic horse riding program for children and youth in New York City.

Kate frequently joins and moderates panels at conferences including SXSW and the Summit Series, and has earned awards from a wide range of journalism and news organizations. She is a fellow on the National Committee on US China Relations, a NextJ fellow with the Radio Television and News Directors’ Association, an Advisor to Innovation Social, and an active member of the Interactive Emmys Committee.

Kate splits her time between New York City and Lake Geneva, Wisconsin.

Team

Grey Horse team members have served as startup founders, magazine editors, social media directors, and more. Together, we have deep experience in journalism, public relations, design, business development, education, project management, content production, and law. With staff and partners based around the country, we offer local expertise with international perspectives.

This is the team that makes authors into bestsellers, executives into global thought leaders, and movements into sensations.