Propelling an Industry Leader

Challenge

Intel purchased McAfee in 2011 and rebranded the company to Intel Security, while still maintaining the McAfee name for its products. When Intel Security was acquired by TPG, making it one of the largest pure-play cybersecurity companies in the industry, Zeno was tasked with relaunching McAfee, a brand that never really went away.

Disruption

Zeno was tasked to drive coverage beyond the close of Intel Security’s acquisition and clearly articulate what the McAfee brand stands for, its differentiation in the market and awareness that McAfee is one of the largest independent, pure play cybersecurity companies in the world.

Zeno’s strategy was to develop a multipronged approach to target business, leadership, marketing and trade reporters and secure coverage in a wide range of publications. Zeno developed storylines for each vertical, centered around how the newly private company was now positioned better than ever to be one step ahead of the industry and sharing its vision for securing businesses, governments and consumers, now and in the future. This lead to exclusive opportunities with AdAge, CRN and Fortune, which appeared both online and in print.

In addition to the exclusives, the news garnered more than 460 global pieces of coverage, including CNBC, Bloomberg Tech, Cheddar, VentureBeat, Yahoo Finance, TechCrunch and The Drum, and effectively position the “new” McAfee brand and company leadership as trailblazers in the security industry.