Anti-virus software manufacturer Network Associates has handed The
Red Consultancy a consumer and retail PR brief aimed at cornering the
computer security market.
The move comes just weeks after the internet community was put on alert
following much-publicised fears that the Code Red worm would wreak havoc
with the world's computer systems. The fears proved largely
The Nasdaq-listed firm, which incorporates brands such as McAfee
anti-virus and 'Sniffer' technologies, is the world's eighth largest
independent software manufacturer. The brief was awarded to Red
following a four-way competitive pitch and sees the agency tasked
exclusively with UK work.
Red director Helen Niwoska leads the account, reporting to Network
Associates' retail marketing manager Nick Bowman.
Agency chairman Lesley Brend said Red would look to operate both
reactive and proactive work for the client, aiming to keep the issue of
computer security in the public eye even when there is not a topical
major virus scare to draw media attention.
'We will be looking to undertake more front-foot PR,' said Brend. 'It
would be irresponsible to use scare stories about viruses to promote
products, but we will try to keep issues of computer security in the
public eye all year round.'
The retained deal will offer the agency the chance to earn six-figure
Network Associates was founded in 1989 and is based in Santa Clara,
Its services include virus protection, firewalls, and encryption
services, targeted at both domestic and business clients.
The firm boasts over 60 million clients worldwide and operates in 36
Red was bought for an initial £12m by the Incepta Group in
February this year (PRWeek, 23 February).