Differentiating a Diverse Capability

The Assignment: Audience Engagement

Define Raytheon’s cybersecurity positioning and product offering for a worldwide audience.

The Challenge

In an overcrowded cybersecurity market, distinguishing a brand position can be difficult. Pinpointing a differentiator was critical.

Our Solution

Highlighting the company’s diverse footprint of expertise—a trait none of their competitors share—we launched “Every Side of Cyber,” using an iconic visual platform to tell a succinct story.  Campaign content included everything from broad reach vehicles (TV, social) to focused thought leadership pieces (product demos and live customer engagements).


This effort helped Raytheon move from #8 on the Fortune’s Most Admired list of Aerospace and Defense companies in 2006 to #1 on in 2020.

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