Create a Reaction

PR, AR and content strategies for next-generation IT

Instigators Wanted gives voice to cloud computing visionaries. We leverage enlightened ideas through PR, AR, research, digital, content and events.

Our Services

Public Relations

By focusing on agile cloud and open source software and hardware, we have a highly tailored media universe, and we know what they’re looking for. This kind of intimate, firsthand knowledge of the leading voices in your industry means we consistently find the intersection between your ideas and the media’s coverage interests.

Analyst Relations

Analysts need to first understand how well you can articulate your vision. Next, they need to know how well equipped you are to execute on that vision. helps you tell the best story on both of these dimensions, and we work closely with analysts covering cloud data centers, cloud computing infrastructure, open source software, OpenStack and enterprise transformation through agile development and develops.


Absent from most marketing arguments is one voice: the customer’s. engineers cost-effective and iterative research strategies to discover how your target customers perceive the market space you occupy, what they value, and how they gather information to inform their decisions.


Blog posts and byline articles can effectively articulate your vision, but only if it’s something your community finds valuable. That means it has to be useful, clear, non-promotional and authentic. Each of those four requirements must be present for success, and can help you get there. We plan campaigns, organize ideas, coach budding writers, draft and edit.


Your website must reflect your image and provide the right amount and types of content to make your visitors take the action you’d like. Usually, that means a form fill and lead capture that feeds your lead nurturing program. On the other hand, your social presence must engage a diversity of audiences in conversations intended to form relationships and build brand cred. will design your digital strategy to build awareness, drive clicks, produce form fills and engage in conversations with the right communities.


Choosing the right industry, ecosystem and analyst events can seem like a dice roll. shows clients how to think in terms of engagement level (attend, exhibit, sponsor, speak) and audience profile (buyers, influencers, users, developers, media, analysts, partners) to sift the options and define an events strategy that returns measurable value for the time and resources invested.


Our Clients

They lead. Just like you. is the agency supporting the OpenStack Foundation in analyst and media relations activities, as well as selected content strategies. Our work with OpenStack stretches back to September of 2010, when we first engaged with Cloudscaling and others in the budding OpenStack ecosystem. guided this Seattle-based private-cloud-as-a-service startup through funding rounds and acquisition by IBM with counsel on positioning and messaging, PR and AR strategies, and event and content management programs.

One of the world’s largest ODMs asked to introduce its new brand, QCT, to North American data center customers. developed the media strategy and supported QCT throughout the process.

This established leader in research and consulting for global services (ITO and BPO) asked to develop efficient processes for content distribution and engagement with new audiences influencing the purchase process for services, both on the buy and sell sides. client AppFormix was acquired by Juniper Networks in 2017, and continued working to support both the AppFormix product line and the company’s evolving positioning in the cloud software solutions space.

This San Francisco startup believes that buying internet infrastructure should be as easy as booking a flight. supports them with media and analyst relations, consulting and content strategies to reach buyers of colo, hosting and network services.

After startup client Cloudscaling was bought by Dell EMC, supported cloud thought leader Randy Bias and his team with positioning, research and content services. In fact, we then supported Randy in his move to Juniper Networks.

The fast-growing, open source cloud management platform and NFV orchestration environment works with to provide media and analyst relations as well as community relations consulting and messaging support.


Each member of the team brings a couple of decades of expertise in telecom, cloud infrastructure and agile development.

Robert Cathey
Chief Strategist

Robert is the chief strategist and account lead at He's also known to write blog and byline content for several of our clients.

Jennifer Fowler
Lead Consultant

Jennifer drives content creation, planning and account operations for

Chuck Morris
Branding & Design

Chuck and the team at Morris Creative Group are the lead branding, design and digital media partners of