CyberInt-Leadership profiling across Asia Pacific

Situation Analysis:

As a relatively young organization in a highly saturated industry, CyberInt was looking to break out and position itself above other competitors in the cyber security space. To do so the team crafted a media engagement plan aimed at positioning senior executives as thought leaders and trusted advisors in the cybersecurity space in the Asia Pacific region. This was to build the spokespersons credibility and by extension CyberInt’s reputation in the region.

 

The Approach:

EASTWEST organized targeted introductory meetings for senior executives with key media in the region focusing on Key Opinion Leaders and senior journalists to highlight CyberInt’s expertise and their differentiators.

EASTWEST also secured interviews with key technology and broadcast media in Singapore on relevant trending issues and conversations to create buzz and highlight CyberInt’s USPs.

Results Achieved:

          

Consistent top-tier coverage in Asia Pacific’s leading national and regional publications like The Straits Times and Channel 8, Singapore a mandarin broadcast media. Top-tier media introductory meet with leading national and regional publications like Reuters.

 

Building Brand Awareness

Situation Analysis:

CyberInt engaged EASTWEST to help it stand out in a high saturated industry with particular focus in the retail and financial industry. To do so the team crafted a media engagement plan to ensure a steady cadence of content and leveraged cyber security lapses in the region to maximize CyberInt’s share of voice in the APAC region.

The Approach:

EASTWEST leveraged incidents such as WannaCry and the MINDEF security breach in APAC to gain media coverage and media traction. By inserting CyberInt into conversations around hot topics and trends, it positioned CyberInt as a thought-leader in the cyber security space.

EASTWEST secured interviews with regional and broadcast media and placed bylined articles with relevant key media publications to build credibility around CyberInt and position their senior executives as trusted advisors.

 

Results Achieved:

               

Secured quick response opportunities with top-tier media, like Channel NewsAsia, an online and broadcast media, and The Straits Times. Consistent coverage in Asia Pacific’s leading technology media like MIS Asia.