Leveraging BT's impressive track record for its business continuity and security services.

The brief

When BT brought together its security knowledge, products and services into one practice, it wanted to be positioned as the go-to experts for IT security and business continuity services.

100+
entries to inaugural BT IT security journalism awards
75%
of coverage in top tier media

The approach

We had no references from its security conscious clients, so we led messaging sessions and built an issues-based campaign centred on a charismatic head of practice. As the BT story gained recognition, we ran surveys, roundtables and awards to reinforce the message.

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The result

Targets exceeded by 500%, 75% of coverage in top tier media, Journalism awards attracted 100+ entries from over 40 journalists, editors and publishers.

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