Case study
Can academic research unlock doors to policy-level influence?
report downloads
tier-one media hits
interviews with business press
roundtable sparked by the campaign
About the client
Bromium, acquired by HP in 2019, was a cybersecurity company specialising in endpoint protection. Bromium wanted to reach beyond technical cyber audiences and get a seat at the table in broader business and policy conversations.
Challenge
Bromium’s message was stuck in the IT trade press, resonating only with deeply technical audiences. To influence decision-makers in the C-suite, government and law enforcement, we needed to move beyond the technical deep dives to tell a more human story that connected with the people shaping policy and strategy.
There are PR firms and then there is Spark. As soon as I landed at Bromium, my leadership team and I wanted to bring them on board. The team has a unique mix of skills, give clear advice and ultimately, I know they will make a difference to our business.”
Jennifer Carole, VP of Marketing at Bromium
Action
We put the traditional threat prevention messaging to one side and repositioned Bromium’s story around human behaviour. We partnered with criminologist Dr Mike McGuire to conduct a rigorous academic exploration into how cybercriminals think and operate. This angle made the story far more accessible to mainstream media and senior decision-makers, helping Bromium connect with a wider audience and build urgency around the issue of cybercrime. We anchored the campaign around the RSA Conference, securing a speaker slot for Dr McGuire and using a teaser campaign to build momentum. In the lead-up, we released findings that weren’t part of the core report to spark media interest, followed by embargoed briefings, video content and a live media event at the show.
Impact
The campaign secured over 70 pieces of coverage across national and international media, including the BBC, Financial Times, Fox News, Politico, The Telegraph and The Guardian. We arranged 17 interviews with business and trade press – from Fortune to The Economist – establishing Bromium as a credible voice in cybersecurity. ‘The Web of Profit’ report was downloaded more than 600 times, by the likes of major banks, telcos, and retailers. It also opened doors to policymakers – leading to meetings with law enforcement agencies, financial services providers and even the Australian Minister for Cybersecurity. The initial report was so successful it developed into a four-part series, with the final report launched after HP acquired Bromium.
