SBS Comms Named One of Fast Company’s Most Innovative—Here’s What That Means for the Future of PR

By 829 Studios

Every year, Fast Company’s Most Innovative Companies list highlights the brands that are reshaping industries, challenging norms, and setting the pace for the year ahead. In 2024, the spotlight turned to a category often overlooked in innovation circles—PR and brand strategy. At the top of that list is SBS Comms.

In a message that’s equal parts gratitude and bold clarity, founder John O’Brien shared what the recognition means—not just for SBS Comms, but for the future of public relations. As fellow agency operators and creative strategists, we couldn’t agree more. This moment signals a shift in how communications is perceived, and what’s possible when it’s done right.

Reinventing the Role of Comms

The traditional perception of PR is long overdue for a rewrite. At SBS, that transformation is already in motion. O’Brien puts it bluntly: “No, journalism is not dead. No, content and integrated marketing is not as powerful as earned media. Yes, comms can be your number one sales or fundraising channel—if done right.”

This isn’t lip service. It’s a philosophy that has powered campaigns for some of the most forward-thinking brands in tech, from GitHub and Cloudflare to Ramp and Runway, and built a reputation based not on buzz but on business outcomes.

Innovation in Action: Breaking the Rules (and Rewriting Them)

Being recognized for innovation isn’t about flashy tactics. It’s about rethinking how the industry works. SBS Comms has:

• Repositioned PR as a growth driver, not a press clipping service
• Championed earned media as a strategic lever, not a reactive output
• Built a network-driven model where referrals, trust, and execution lead client growth, not awards alone
• Delivered consistently for over 100 of the most notable tech companies of the past decade

That kind of innovation isn’t built on convenience—it’s built on conviction.

A Lesson for Agencies and Brands Alike

For agencies and brand-side teams alike, the lesson is clear. If you want communications to move the needle, you have to treat it as a core strategy, not support.

• If you want to drive investor interest, make comms part of the capital stack.
• If you want to recruit top talent, make storytelling a pillar of your employer brand.
• If you want to shift perception, elevate PR beyond amplification into positioning, insight, and long-game thinking.

Gratitude as Strategy

O’Brien’s note also offers a rare blend of industry perspective and personal reflection. From navigating the stress of risk-taking to celebrating a team that’s helped redefine the category, what stands out isn’t just what SBS has built. It’s how they’ve built it, through community, client partnerships, and a relentless commitment to driving value.

For those of us in the agency world, that’s a reminder worth repeating. Innovation is never a solo pursuit. It’s built brick by brick through the relationships, risks, and results that compound over time.

What’s Next?

For SBS, it’s more growth, more experimentation, and more reshaping of what comms can be. For the rest of us, it’s an invitation to raise the bar on how we view, sell, and deliver communications strategy—not as a cost center, but as a catalyst for impact.

Looking to turn your communications function into your most powerful growth engine? At 829 Studios, we partner with brands to build integrated strategies that drive visibility, trust, and momentum—just like the industry leaders changing the game.

Let’s start a conversation.