THE FAILED NOTION OF THE “NEW NORMAL”
RSA needed to authentically reignite its relevance amidst an expanding threat landscape. It needed to shift from product communications towards thought leadership and innovation to reach executive audiences, and to reinforce its brand as distinct from the RSA Conference. To better position RSA as a trailblazer that continues to meet and anticipate evolving cybersecurity and risk management challenges, WE secured alignment across leadership, SMEs, product leaders, and marketing to build a fresh narrative, create the digital risk management category and ensure a unified corporate message. We also built a media engine to better leverage business story opportunities.
Trend Micro needed to build more awareness of its leadership in security among key business audiences. WE partnered with Trend Micro to identify key, newsworthy nuggets within its research that could tell stories that cut through the crowded marketplace. Within its ranks, Trend Micro nurtured a passionate base of security researchers and threat and vulnerability experts. Dedicated to staying ahead of cyber-criminals, Trend Micro Research scours the illicit underground tracking conversations, shedding light on potential threats. WE helped Trend Micro to showcase its research through the lens of strategic storytelling.
F5 needed to shift audience perception of the brand from legacy hardware to be an application security provider, while building some credibility with security decision-makers. WE conducted a media audit to assess the cybersecurity landscape in order to guide F5 in its brand transformation. In the changing media landscape, few reporters cover security products however cybersecurity beat reporters and security trades are hungry for cybersecurity research and credible security experts who can break down the activities of hackers. WE worked with F5 to arm executive subject matter experts with relevant data-driven research insights to insert into topical industry trend stories.