News and insights from across the world of water
I missed WEFTEC, and my team did it better without me. Now I’m planning Bā’s 2027 marketing, and the three habits guiding me might help with yours.
Insight from the floor
Our team recently spent WEFTEC 2026 in New Orleans with clients, editors and industry leaders, including 44 editorial meetings across eight publications for 10 clients. AI and data centers led the trade-press conversation, but one theme came up again and again: buyers want to see how a solution fits their whole system. Long-time water marketer Seth Werlinsky, our Director of Strategy and Growth, shared his five takeaways to help water technology marketers plan for 2027. Check out what he has to say.
Planning your 2027 shows? Our 9-month conference timeline walks through what to do and when, from booking space to post-show follow-up.
Where strategy meets reach
We’ve teamed up with waterloop, the award-winning nonprofit news outlet focused on water sustainability solutions. Bā clients can now pair our strategy and messaging with waterloop’s reach of 50,000 utility, government, engineering and technology professionals, plus preferred sponsorship rates and exclusive opportunities. Its reporting stays editorially independent, and you get one team from strategy through distribution.
New creative energy
Victoria Turano joins Bā as a graphic designer with several years in branding, graphic design and social media. A creative and curious problem solver, she loves exploring new tools and finding fresh ways to approach a challenge. Off the clock, you’ll find her throwing clay on her pottery wheel or planning her next trip. Welcome, Victoria!
Kids take the mic
We asked the toughest critics we know, our team’s own kids, to imagine a day without water. Their answers were funny, thoughtful and a little too real. The video is also our thank you to the operators, engineers, scientists and builders who keep water flowing.
Let’s plan 2027 together
Our offices will be closed from Dec. 21 through Friday, Jan. 1, but we’ll be back with big 2027 energy on Jan. 4. If you’re mapping out next year’s marketing plans, reach out to talk before the break to start the year with momentum.
YOUR FULL-SERVICE
water ally
Most agencies need time to catch up. We’re already in the current with you.
With full-service marketing and deep water expertise under one roof, Bā helps brands break through bottlenecks and find their flow.
wellspring
drink it in
The freshest source for industry insights, marketing tips and creative inspiration from the Bā team.
What is newsjacking + how to leverage it effectively
“Newsjacking” may sound flashy, but at its core, it’s a smart and timely way to join a bigger conversation—and make your brand more visible in the process. Done right, it positions your company as insightful and relevant. Done wrong, it feels tone-deaf or self-serving.
Here’s what water brands need to know about newsjacking—and how to do it well.
How AI decides which water companies to trust
Generative AI is changing how people gather information — and for niche sectors like municipal and industrial water, the stakes are especially high. When operators, engineers and procurement teams turn to AI tools for clarity, the quality of your content directly shapes what they see.
Why engineers deserve better marketing
Marketing plays an essential role to shine a light on engineering expertise and clearly communicate the value of their creations.
Shaping the narrative: The power of PR in water innovation
Whether you’re introducing new technology, responding to regulatory shifts or entering a new market, effective public relations doesn’t just share your message. It shapes it.
Momentum in motion: Bā’s top PR wins of 2025
In 2025, we partnered with ambitious water brands during moments of growth, change and opportunity. Here are some of the standout PR moments that defined the year.
Messaging matters: What are messaging strategy services and how do they make an impact?
Transform your water industry brand with messaging strategy. Communicate clearly, build trust and stand out in the market with tailored messaging that sparks action.
Orchestrating a seamless product launch for water industry innovations
Launching a new product in the water sector takes more than innovation—it takes alignment, momentum and trust. Whether you’re rolling out a treatment solution, digital platform, SaaS product or launching a water-focused service or initiative, the success of your launch hinges on how well you connect your offering to the people who need it most.
What’s the biggest mistake water brands make when engaging a creative team?
Water brands: Your creative brief is more important than your budget. We reveal the most common mistakes and how a strong brief can lead to more effective, impactful creative.