F5 Networks: Repositioning F5 Networks as a security leader

CHALLENGE
F5’s technology underpins networks and IT infrastructure for businesses around the world. Its customers knew and loved it as a great load balancer. But it wanted to become known as a leading security vendor.

APPROACH
The repositioning of F5 is a tale of back to basics work, done extremely well. We worked with F5 to totally rework its messaging in EMEA, then retrained its spokespeople to on the new narrative. We took them out to meet the key nationals and broadcasts, positioning them as clear, knowledgeable and readily available commentators on the breaking security stories. And we relentlessly created and pursued opportunities to get them featured in the media.

IMPACT
F5 is now globally recognised as a leading security vendor, and PR has played a huge part. We’ve secured extensive pieces in the UK national and broadcast press, including the FT, BBC News, BBC World, Telegraph and Mail Online, playing a key role in significantly changing perceptions.

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