Thought Leadership in Cybersecurity

Gambit Communications & Help AG

Help AG, the cybersecurity arm of Etisalat Digital, had low brand awareness and needed to build brand awareness with both B2B and B2C audiences. In a highly complex industry requiring a lot of technical knowledge, it would be challenging to communicate it to the average layman.

Gambit implemented a varied and prolific media outreach strategy involving bilingual commentary on current affairs, expert op-eds, podcasts, whitepapers, virtual roundtables, industry awards, breaking conventions by profiling successful women in cyber security, and repurposing the content for LinkedIn.

We generated over 530 press stories for Help AG in the 12 month campaign period, hitting every single one of our A-list targets multiple times, with a reach of 600 million+, including 28 original features and interviews, full page national daily stories, front covers, expansive B2B coverage and even international coverage, firmly establishing Help AG as thought leaders in this space.