Validating Leadership to Support Sales

Despite its size, Ensign felt that its market advocacy was lagging. They needed to build a stronger media relations foundation to support their sales teams. The challenge was to transition their reputation from “service provider” to “market leader,” ensuring they were the first name called when stakeholders thought of Asian cybersecurity.

The Strategic Insight: Aligning with the National Agenda

We moved the narrative from product features to national resilience. By positioning Ensign as a key pillar of Singapore’s digital defence, we elevated their relevance.

• Leveraging Proprietary Intelligence: We focused on Ensign’s unique intellectual property, specifically their annual Cyber Threat Landscape (CTL) Report. We used this data to generate headlines that competitors couldn’t match.
• Tech Innovation: We highlighted novel technologies, such as Aletheia (their deepfake detection solution), to showcase innovation and stay ahead of trending topics like AI fraud.
• Executive Storybanking: We involved executives deeply in the campaign, developing their subject matter expertise into “storybanks.” This ensured we had ready-to-go commentary for breaking news, allowing us to newsjack effectively.

Measurable Results: Doubling Share of Voice

The campaign fundamentally shifted the media perception of Ensign InfoSecurity.

• Market Dominance: In just 18 months, we managed to nearly double Ensign’s Share-Of-Voice among local and global players.
• High Volume Coverage: Secured over 450 pickups across Singapore, Malaysia, and Hong Kong, ensuring regional visibility.
• Go-To Authority: We achieved a strong shift in media perception, with Ensign becoming the default industry commentator for major players like The Straits Times.

The PRecious Perspective: Engineer Market Authority Through National Strategic Alignment

The Diagnostic: If your goal is to transition from a technical service provider to an undisputed market leader, competing purely on product features is a losing battle.

The Strategic Pivot: To command the industry narrative, you must intentionally align your corporate capabilities with high level national security and economic resilience agendas.

The Commercial Engine:

• Combine strategic alignment with proprietary, data driven intelligence.
• Position your organisation as a fundamental pillar of national digital defence to elevate brand relevance.
• Develop executive storybanks to ensure you have ready to go commentary for newsjacking breaking industry events.

The Bottom Line: This approach establishes your executive team as default commentators for tier one media, creating an authoritative reputation that acts as a massive force multiplier for enterprise sales.