Orange Cyberdefense

Following acquisition-led growth, Orange Cyberdefense (OCD), the specialist cybersecurity arm of the Orange group, wanted to grow brand awareness in the UK. But in a growing, highly competitive market, how could the brand cut through the noise to position itself as the market leader for enterprise protection?

Positioning OCD in the UK as data-led, insightful thought leaders – combined with Babel’s best-in-class media relations expertise – has been the key to the success of this partnership. Babel has worked closely with OCD spokespeople to consider the messages and proof points that will set the brand apart from its competitors and attract media attention. The team has also harnessed the power of OCD’s market-leading research and operations teams, ensuring the data from reports such as the Security Navigator is used to support opinions. As ever, the Babel team is ‘first and fast’ whenever relevant issues hit the press, crafting messages for spokespeople review to ensure we supply target journalists with astute commentary in a timely manner.

Our strength of narrative, knowledge of the media and pro-activity has enabled the Babel team to significantly increase the frequency and quality of media coverage for OCD in the UK. In just four years the team secured almost 600 pieces of coverage across national and trade media. This included prominent commentary on data breaches involving brands such as Twitter, Marriot, Capital One and British Airways.

Tier-one titles that have featured OCD spokespeople include Mail Online, The Guardian, Forbes, Telegraph and BBC World News, as well as a range of security and tech titles such as Computer Business Review, Computer Weekly and IT Pro.