Putting McAfee on the C-level agenda

Client

McAfee

Overview

Delivering proactive and proven solutions and services that help secure systems and networks around the world, McAfee protects consumers and businesses of all sizes from the latest malware and emerging online threats.

McAfee’s brand messaging had historically promoted a wide range of security products and risk management services regardless of audience. With security posing an increasingly strategic threat, McAfee wanted to engage with a business (C-level) audience and challenge the perception that they are just a simple anti-virus vendor.

What we delivered?

We developed a system to guide and structure McAfee messaging to the C suite and align their communications more closely with the everyday business challenges and care-abouts of the Business Decision Maker (BDM).

We challenged the client’s existing approach and leveraged their position as the world’s largest dedicated security vendor whilst creating an engaging way to show what the BDM can achieve through ‘end-to-end McAfee’. The key was to achieve differentiation and ‘cut-though’, but without too much ‘brand stretch’ that could alienate existing McAfee influencers and ‘point solution’ decision makers.

Having established the ‘Security Connected’ framework we then developed a comprehensive message cascade and demonstrated how to adopt this tactically across a series of tangible assets including a Security Connected book, a series of eBooks, a whitepaper, eDM, microsite landing page and CxO presentation deck.

What did the campaign achieve?

The campaign has proved successful by integrating brand positioning and establishing a sustainable umbrella theme for a series of topical messaging waves including Network, Cloud and Mobile. This has lead to an EMEA-wide localisation of the external eBooks and despite the campaign originating in EMEA, the Security Connected book has been effectively adopted on a Global level.