The challenge

Born from the merger of cybersecurity giants McAfee and FireEye, Trellix was an industry leader but struggled to get the media attention it deserved.

The company had the expertise and the pedigree, but lacked the media presence to build long-term relevance and visibility beyond niche industry publications. 

Our goal was to improve awareness, on par with other heavyweights, and to position Trellix as an authority for CISOs and other decision makers in the cybersecurity space.

The solution

From the outset of our support for Trellix, our strategy was focused on provocative storytelling and relationship building.

We capitalized on key moments, like the RSA Conference, to establish personal connections with top reporters, positioning Trellix executives to provide commentary on pressing industry issues.  From groundbreaking CISO surveys to in-depth threat research, we offered journalists fresh, exclusive insights they couldn’t get anywhere else. 

So, when a major disruption like the July 2024 global IT outage occurs, reporters don’t need to go scrambling for experts — they already have Trellix on speed dial.

The impact

As the world turned its attention to cybersecurity, we ensured Trellix was poised to seize the moment, securing CEO Bryan Palma multiple high-profile broadcast appearances on Bloomberg Television and CNN.  

Major outlets including Forbes, Fortune and The Information have featured Trellix prominently in their coverage. Through technical stories, original research and thought leadership, we established a steady rise in brand recognition and affinity among CISOs.

Trellix earned over 500 pieces of coverage in 12 months — including placement in The Wall Street Journal, Axios, The Washington Post, Politico and CRN — and a reputation as an authoritative voice for cybersecurity worldwide.