NCC Group
Objective
Make the NCC Group brand positively resonate with two distinct audiences – senior executives at large corporates and the security testing community to drive lead generation and recruitment respectively.
Strategy
We’ve worked with NCC Group since 2003, supporting the company as it transformed from an ailing £10 million outfit into a global powerhouse, bringing in revenues of £250 million and employing 2,000 of the brightest minds in information security in offices all over the world.
For this project, we wanted to give the NCC Group brand flexibility, enabling it to adapt to both target audiences, while creating timely, relevant and useful content to establish dialogue with those key groups.
Tactics
- Created assets with a distinct ‘look and feel’ that were bold and authoritative for an executive audience, and more playful for the security testing community.
- Devised and executed integrated campaigns focused on board-level lead generation and positioning – including a large-scale boardroom survey on cyber security that was launched to a sold-out Royal Albert Hall during the Institute of Directors’ annual conference.
- Developed interactive initiatives that the security community could engage with – including Cyber 10K, a competition to win £10,000 by solving a security challenge facing businesses.
- Pushed out security research from the Group into the national and security media to showcase the Group’s technical expertise – showing executives how our cutting-edge ability translates to real-life scenarios and demonstrating to potential recruits that NCC Group encourages innovation and exploration.
Results
- Global revenues reaching £250m in 2017.
- Rapid recruitment of security talent, now boasting the largest security testing team in the world.
- Significant client wins for the c-suite advisory division.
- NCC Group research covered in-depth by titles including the Financial Times, BBC News, Wired, and The Register.
- Appearance in front of the Joint Committee on the National Security Strategy for the inquiry into cyber security, and a mention in the Culture, Media and Sport Committee report on cyber security.
- New HQ opened in Manchester by First Secretary of State, Damian Green, who talked up the Group’s achievements and vision and announced a slew of new cyber security initiatives to the media.
- Over 300 pieces of coverage in the 18 months to September 2017, with over 50 broadcast appearances and 80 national hits.
