The campaign

Catapulting a niche brand to centre stage

We took WatchGuard from a solid but safe choice for firewall protection into an international cybersecurity and threat management powerhouse.

Working with regional Convoy PR partners in six European countries, we jumped on high-profile data breach opportunities to grab the national spotlight. We paired content development and media engagement with reviews programs, awards and a robust social media campaign.

The Results

Media coverage

We delivered a 250% increase in tier-one coverage, including hits in The Telegraph and Guardian and top cybersecurity titles and IT trades – driving a four-fold increase in inbound media briefing requests for the WatchGuard executive team.

Profile building

The CTO’s video blog, Daily Security Byte, which addressed the latest hacks and security trends, grabbed industry attention and led to media opportunities, press and analyst inquiries.

International exposure

Nearly 20 tier-one media from 10 primary European markets attended our InfoSec press event, and a supporting media campaign generated 90 pieces of coverage and tripled engagement on official social channels.

Communications streamlining

A unified international communications model gave local markets the regional focus, translations and support they needed, saving time, money and headaches, while delivering one consistent corporate story.

The lorry team delivered timely insights and deep local news expertise. They placed stories and helped us garner awards to net positive business results. Their hub agency model integrated our European communications efforts and resulted in tremendous efficiency gains plus a consistent corporate WatchGuard story.

Kerry Desberg - ex-Director of Communication WatchGuard

Related Work