Differentiating a
Diverse Capability

The Assignment

Audience Engagement

Define Raytheon’s cybersecurity positioning and product offering for a worldwide audience.

The Challenge

In an overcrowded cybersecurity market, distinguishing a brand position can be difficult. Pinpointing a differentiator was critical.

Play
Video

Our Solution

Highlighting the company’s diverse footprint of expertise—a trait none of their competitors share—we launched “Every Side of Cyber,” using an iconic visual platform to tell a succinct story.

Campaign content included everything from broad-reach vehicles (TV, social) to focused thought leadership pieces (product demos and live customer engagements).