Martyna Borys leaves tech role at Edelman to join cryptocurrency agency YAP Global


Thursday 15 April – LONDONYAP Global, a leading PR agency specialising in cryptocurrency and decentralised finance clients has expanded its senior communications team, hiring Edelman’s crypto and fintech expert, Martyna Borys as an Account Director. 

“YAP Global occupies a unique position in the PR scene. It combines knowledge of the crypto space with an intense commitment to demystifying the complexities of blockchain technology. I can’t wait to get stuck in and work with the team to enrich and deepen our engagement with clients, strengthen our offering, and grow internationally, “ said Martyna Borys. 

Martyna will work hand-in-hand with the agency’s CEO and Founder, Samantha Yap, to drive the company’s growth and develop new services in line with surging demand from clients. 

Since the start of 2021, the boutique agency which was founded in 2018 by Samantha Yap, has more than doubled in size to a team of 12 and doubled its revenue in the last financial year ending 20/21.  The agency is forecasting to triple its revenue looking at the next 12 months. 

“While we see the market need, it’s rare to find top PR talent who are ready to dedicate their knowledge towards the still nascent world of blockchain and cryptocurrency technology.. There is no one in the corporate PR world like Martyna, who’s an excellent communicator but also understands the space and challenges our market faces when it comes to building credibility and trust. I’m excited to see what we can do together,” said Samantha Yap, Founder and CEO of YAP Global. 

Martyna has extensive experience in B2B tech and fintech PR after running strategic, high-octane programmes for a range of challenger and blue chip clients at leading tech PR agencies like Hotwire, CCgroup and, most recently, Edelman. During her career, she led several award-winning EMEA campaigns, and was crucial to winning Edelman its first cryptocurrency client. She also has been recently appointed Chair of PRCA first Financial Services and Fintech Group. 

“PR in the world of crypto brings a new set of challenges and opportunities compared to traditional communications.”explains Samantha.

Martyna joins a team of international journalism and communications professionals, with representatives in London, Berlin, Washington DC, Singapore and Melbourne. 

YAP Global’s mission is to build a bridge between quality journalism and emerging technology companies. The team takes an active role in educating journalists about how to keep up with this complex industry and report on it with integrity. Samantha is on the organisation committee of ACJR Network’s “Off the Record” series which is a peer-to-peer method for journalists to get up to speed on all things crypto.


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