WHERE CLARITY GIVES PURPOSE AND
With our razor-sharp insight and integrated approach, we strip away everything but what truly connects with your B2B audience.
We ensure the messages that resonate influence those who matter most.
A major pre-occupation of the target audience at the time of the campaign launch was Brexit, with unprecedented levels of uncertainty causing SMEs to put off investment decisions. Say therefore tackled this barrier head-on by developing a positive and pragmatic message that emphasised the many ways in which investment in cobots could prepare UK businesses for whatever Brexit had in store. The campaign’s narrative focussed on flexibility, productivity and affordability, demonstrating how cobots can improve business performance now and earn their costs back within a year.
With facial recognition, a controversial topic, Say capitalised on the media interest to gain mainstream attention across national newspapers and broadcasters. Say and Digital Barriers noted that there was a lack of supporting voices and opinions to provide a balanced perspective on the sensible and proportionate use of facial recognition. As such, Say positioned Digital Barriers’ CEO Zak Doffman as a thought leader to fill this vacuum and organised a series of technology demos for high-profile journalists, enabling them to better understand the technology and how it works.
As lead agency, Say directly managed operations in the UK and Nordics, securing coverage and briefings in these regions. In DACH, Say leveraged its Plexus international agency network to on-board its partner, BSK to support Genetec’s business growth. Similarly Say identified potential agencies in France, directing and managing the pitch and selection processes. For each territory, Say helped to get the teams up to speed and through continuous management of the agencies PR cadence in each country was soon generated.
Thought leadership: focusing on current, topical issues of national and vertical relevance to secure coverage. Tactics included news jacking breaking security stories, leveraging seasonal stories and events, capitalising on awareness days and adapting reactive content to secure interviews and by-lined articles.
Analyst Relations: building close relationships with tier 1 UK analyst houses via 1-1 briefings and analyst roadshows.
Event support: included the booking and management of media briefings, and live social media management at a wide variety of major events, including InfoSecurity Europe.
Award Submissions: submissions identified and drafted by Say resulting in successes at the SC Media Europe Awards, the Information Age Women in IT Awards and the TEISS Awards.
Digital Outreach: advising Wombat’s digital communications team, becoming a trusted advisor on strategy across all digital channels whilst generating topical, high-impact EMEA organic social media content and campaigns.
Lead and activated by Say, this integrated programme initially deployed in the UK was successfully replicated across 5 countries by the Global Field Marketing teams and regional PR agencies. The toolkit comprised a timely combination of analyst outreach; issues-driven media relations; creative campaign development; content marketing; corporate PR and lead generation.
Highlights include – championing issues such as legacy IT, crypto-jacking, zero trust, ransomware, IT self-service and fileless malware to position Ivanti as being synonymous with Unified IT; the creation and dissemination of a global ‘Women in Tech’ corporate programme and industry survey and capitalising on Awareness days, weeks and months, e.g., national ‘Clean Up Your Computer Day’ and ‘European Cyber Security Month’ to secure thought-provoking commentary supported with an engaging social media campaign.