Sygate had two strategic objectives. The first was to establish a strong reputation across Europe. Its secondary objective was to position the company as a thought leader on security issues, particularly Network Access Control (NAC). Hotwire put an issues-based approach at the core of the pan-European campaign with different issues highlighted in each market.
Network security remains a major corporate concern across Europe. Seventy-eight per cent of respondents to the British Computer Society’s ‘IT Managers and Directors Survey 2005’ said security products topped the list of key issues facing the UK’s competitiveness in a global market. Security companies have been known to exaggerate a threat merely to profit from corporate fear. Hotwire and Sygate rejected this sensationalist approach in favour of a longer-term educational programme. |
Campaigns 
