Thales’ overriding media requirement was to support its business objectives, by increasing its country directors’ exposure in the regional media and providing local exposure for the company and its activities. This meant targeting all necessary channels to drive visibility and explain its strategy to local stakeholders and influencers, including trade titles, business/investment publications, national press and key social media channels.
Definition continues to build the Thales brand through a programme we call ‘Exchange and Effect’. The strategy works in two ways: detecting issues that encourage best practice and identifying those upon which Thales can influence change with its technology. Our multi-channel thought leadership campaign included building the executives’ media presence and developing content relevant to their business areas to grow their ‘personal brand’ and which they can use in the sales process. This was supported by a detailed programme of work, including business profiles, features and blog development built around raising the profile of the agency’s MD.