PAN, the global brand-to-demand agency, reported strong H1 2026 momentum with new client wins across fintech, AI infrastructure, and enterprise software, and 10% headcount growth at its PANBlast division. The expansion reflects accelerating demand for integrated programs that prioritize AI visibility - benchmarking how brands appear across large language models and building the credibility signals those channels depend on.
"Everyone's talking about AI in finance now, but most of it is hype. Most agencies still think about PR as coverage. We needed people who understand what Invoice Lifecycle Management means as a category, which is different," said Abs Hassanali, Global Head of PR & Communications, Basware. "We chose PAN because of their creativity and data-driven approach, as well as their focus on non-traditional outlets and LLM visibility. We needed a storytelling partner who can help us articulate what that means and change how people think."
AI visibility and leadership moves
PAN's brand-to-demand model integrates earned, owned, and paid media into a single program shaped by the agency's AI Council, a cross-functional team that informs how client programs adapt to AI-driven buyer behavior. The agency appointed Ariel Novak as Senior Vice President, Cybersecurity Practice Lead, and Brittany Eagar as Vice President, Integrated Marketing. Zareen Fidlon was promoted to Executive Vice President, Integrated Marketing and Head of AI Innovation, and three new directors joined the integrated marketing practice. PAN's AI Council and integrated programs reflect a broader trend where AI for PR & Communications is becoming central to brand strategy.
Nearly 20% of PAN's brands now draw on capabilities across multiple divisions. "The integrated model is gaining traction internally, too," said Fidlon. "It reflects the core promise of a connected brand-to-demand approach at every stage of growth for B2B brands, both domestic and global."
PANBlast deepens new media capabilities
PANBlast, the division serving emerging and high-growth B2B SaaS and AI brands, added 12 clients in H1 2026, including ChurnZero, Markup AI, and Skyword. Its programs now incorporate LLM benchmarking and tracking, Reddit strategy, and newsletter-based PR on LinkedIn and Substack. Headcount grew 10% in 2026, with new hires in account-facing roles and in-house writing staff - a deliberate investment in human editorial expertise alongside expanding AI tools.
"After a thorough RFP process, we chose PANBlast based on their deep industry expertise and team chemistry," said Heather Philbin, Senior Director, Communications and Brand at ChurnZero. "They operate as a true extension of our marketing team, driving the earned media strategy that increases the visibility and impact of our story."
Research and community building
PAN and PANBlast invested in education and original research to help clients navigate AI-driven marketing changes. The agency spoke at the GEO Conference on omnichannel AI visibility, launched an AI Credibility Hub with original research on B2B visibility and revenue growth, and introduced client forums and CMO roundtables that pair marketing leaders with real data. Both agencies were named Leaders in the G2 Summer 2026 Report for PR Firms, based solely on verified user reviews.
Why this matters for PR and Communications
PAN's moves signal a shift for PR professionals: traditional earned media is no longer enough. Building programs that track how brands surface in large language models and integrating channels like Reddit and newsletters directly into communications work is becoming table stakes. The agency's deliberate investment in human editorial talent alongside AI capabilities also underscores that technology does not replace judgment - it sharpens the demand for it. For PR leaders, the takeaway is clear: AI visibility is now a core competency, not a separate experiment.
More information is available at pancommunications.com and panblastpr.com.
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