RSA Security goes with OutCast for brand enhancement

BEDFORD, MA: IT security company RSA Security has selected OutCast Communications as its new agency. RSA previously worked with McGrath/Power.

BEDFORD, MA: IT security company RSA Security has selected OutCast Communications as its new agency. RSA previously worked with McGrath/Power.

The company decided to switch agencies as the security space has grown more competitive, and to enhance its brand, said director of corporate communications

Kristin Hilf, who joined RSA from Waggener Edstrom in December.

McGrath/Power, along with Padilla Speer Beardsley, will continue to handle PR for the popular RSA Conference.

RSA develops security software and hardware that protects everything from internet access to corporate networks and servers. Its competitors include VeriSign and Check Point Software Technologies.

RSA selected OutCast because its approach and style was different than what RSA was used to. "They will push us beyond our comfort zone," said Hilf. "We've been a bit conservative with our PR. And they are aggressive and assertive, which is what we need to compete."

With the security space becoming more competitive, RSA can't rely on doing things the old way, and that includes PR, added Hilf.

"Security is so important, and I'm not sure they're getting as much attention as they ought to get, particularly in the business press," said Margit Wennmachers, a partner at OutCast. "There are a lot of new companies in the security space. It's a very, very different market now."

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