Context

Trend Micro is an international provider of software and services for server, network and endpoint security. This Japanese company was founded in California in 1988 and now has branches in more than 30 different countries. Since 2010, Trend Micro has been recognised as the global market leader in server security.

Challenge

The market for cybersecurity is growing rapidly, but it is also highly competitive. An increasing number of providers are all trying to address the same target group with their messages and to increase their visibility. Trend Micro may be the global market leader today, but they also need to keep a very close eye on the competition.

Approach

Brand Affairs created a comprehensive content marketing strategy for Trend Micro on the basis of insights from face-to-face interviews with key customers as well as a detailed analysis of the company's communications from an external point of view. We have been complementing this strategy since 2017 with robust media relations work, the continuous cultivation of personal media contacts and a series of video tutorials on the subject of cybersecurity.

Project

Content marketing strategy, media relations

Industry

Information Technology

Partner

Country

Schweiz CH-D

Implementation

since 2017, ongoing

Contact

BRAND AFFAIRS AG

Reto Zangerl

Result

With our PR support, Trend Micro has been able to steadily expand its position as a leading Swiss provider in the field of cybersecurity. The content marketing strategy that we created together will further accelerate this development in the future and will further cement the company's positioning in the long term.

"Brand Affairs has been providing us with support for several years now as a strong partner for public relations. This is an agency that takes a pragmatic approach, keeps a clear focus on goals and combines excellent strategic advice with a huge wealth of expereince and resources when it comes to actual implementation. Brand Affairs gets top marks from us."

Daniel Schmutz

Head of Channel & Marketing Schweiz and Austria, Trend Micro