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.