FLAG was rebranding from Global Cloud Xchange (GCX). The task wasn’t just to announce a new name but carry FLAG’s authority through the transition and sharpen its position as one of the world’s largest privately owned global subsea cable operators, known for delivering resilient, diverse, and scalable solutions to customers.
That meant moving the story beyond a cosmetic rebrand, maintaining market confidence, and sustaining international visibility as cloud growth and AI workloads accelerate demand for resilient subsea and terrestrial connectivity.
FLAG appointed The Flywheelers as PR agency of record in April 2025 to deliver a high-impact rebrand launch and an always-on media programme across priority international markets. We framed the announcement as FLAG’s next chapter and anchored messaging around global connectivity, neutrality, independence, and infrastructure designed for modern digital demand.
After launch, we ran an always-on communications programme to build and maintain FLAG’s authority across Europe, the Middle East, Asia and the United States. We prioritised targeted engagement with leading telecoms, connectivity and data centre media, supported by executive profiling and thought leadership that translated complex subsea topics into clear, quotable insights.
The programme centred on:
In our first year working together, we turned the rebrand into a sustained media platform. We secured 11 pieces of coverage around the FLAG rebrand and 39 pieces of coverage overall – delivering 175% of the media KPI. This included 14 executive interviews and Q&As, plus a seat for FLAG’s CEO on Capacity Magazine’s Subsea Editorial Board, contributing to inclusion in quarterly market reports and articles.
Our awards entry helped convert that momentum into third-party validation, with FLAG winning Best Alternative Network Provider at Capacity’s Global Connectivity Awards – recognising the rebrand and FLAG’s leadership in championing neutrality and independence across its global subsea network.
““The Flywheelers has been instrumental in raising our brand presence as we expand our global footprint. The team brings a proactive, strategic approach to media relations, building relationships with influential publications in our core international markets. We’ve seen significant growth in our media presence since the beginning of our partnership, helping reinforce our Vision 2030 and how we’re powering the growth of the internet and AI.””
The Flywheelers’ proactive, creative, and persistent approach to storytelling has boosted our media presence, and they are hands down the most proactive agency team I’ve worked with. They’ve elevated our experts’ profiles, kept our messaging fresh, and built strong relationships with tier-one reporters.
Funda Cizgenakad PR & Communications UK / Europe at Trend Micro
At Alteryx, we have been so impressed with our partnership with The Flywheelers. The team is proactive, creative, and always thinking ahead when it comes to storytelling. They have played a key role in helping us introduce the new era of Alteryx, driving meaningful engagement with top-tier media.
Alice Sol Global Public Relations Manager at Alteryx
The Flywheelers excelled in securing us coverage in top-tier media outlets, such as The Financial Times. The team is an absolute pleasure to work with and went the extra mile to understand the technical aspects of our business to secure opportunities in a wide range of outlets. Would definitely recommend them!
Claire Nouet Co-Founder & COO at Pathway
With The Flywheelers, we’ve been able to elevate the use of the extensive earned media data and insights to create stories that tap into the biggest luxury, fashion, and consumer trends. The Subscription Model has also been invaluable in allowing us to quickly and transparently swap activity out to focus on our immediate priorities.
Adriana Tatcheva Chief of Staff at WeArisma
We couldn’t be more delighted with our decision to partner with The Flywheelers. Throughout the whole pitching process, they listened to our needs and tailored a proposal that suited these perfectly. Even before our kick-off meeting, they’d secured us several opportunities that aligned with our strategy and working with them is one of the best experiences we’ve had with an agency.
Finn Owens Global Marketing Manager at Pattern
Following the success of our earlier collaboration, The Flywheelers has continued to impress with their proactive approach to storytelling. Their deep technical expertise and understanding of our platform have enabled the team to create pertinent media narratives that elevate our USPs to our key audiences.
Dirk Alshuth Chief Marketing Officer at Emma
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