SaaS digital PR agency secures founder quote about best resorts in Kenya

A SaaS digital PR agency has celebrated a major client win after securing its founder a quote in an article about the best luxury resorts in Kenya.

The agency, GrowthDummy, said the placement proved its ability to “build topical authority through strategic founder visibility,” despite the client being a B2B subscription billing platform based in Blackpool.

The quote, attributed to founder Elliot Shitling, read: “Kenya offers a rare mix of wilderness, comfort and unforgettable hospitality, making it ideal for leaders who need to reconnect with what matters.”

Shitling said he had never said this.

“I haven’t even been on holiday for six years,” he told reporters. “The last time I saw wildlife was when our CFO opened the cash flow forecast. Funny thing is, I had to ask Gemini where Kenya is (can you not print it?)“

According to GrowthDummy, the opportunity was selected because the publication had “strong authority metrics,” “excellent indexation potential” and “a surprisingly relaxed editorial policy around who counts as a travel expert.”

The agency’s report listed the placement under “earned media,” “founder thought leadership” and “AI visibility signals.”

Shitling was less convinced.

“We sell billing infrastructure,” he said. “Our customers are finance teams trying to reconcile failed payments. I don’t know why I’m advising people on infinity pools outside Nairobi.”

GrowthMammal defended the campaign, arguing that modern digital PR requires creativity, speed and “finding the angle before someone else owns the narrative.”

“Founders are multi-dimensional,” said agency director Gary Sloppy. “Yes, Elliot builds SaaS. But he is also technically a person, and people can have opinions on resorts.”

The agency said the placement had already improved brand authority, though it admitted the article did not mention billing, subscriptions, finance operations, SaaS, payments, churn, revenue recognition or anything remotely connected to the company’s market.

Shitling said he asked the agency why his quote appeared in a travel article and was told it supported “broader trust architecture.”

“I asked if it would bring qualified leads,” he said. “They said it might help when AI models build a rounded profile of me as a business leader and potential safari enthusiast.”

At press time, GrowthDummy had pitched Shitling for an expert comment on the best waterproof sandals for digital nomads.