Case Study

Establishing a high-profile thought-leadership strategy

The opportunity

As part of ANS’ (formerly UKFast) brand strategy to increase brand salience, drive demand for its products and attract new candidates, the company needed to build and establish its reputation as an expert in cyber security and developing digital skills.

What we did

Branch Road created a thought leadership campaign that focused on cyber security and digital skills to secure high-profile media opportunities for executives.

We identified trending media themes such as how to build cyber security into your digital transformation strategy, addressing the bias in tech, and closing the digital skills gap. Then, we worked with executives to create a strong point of view, and pitched to tier 1 national and trade media to secure by-line, comment, feature, video and interview opportunities.

What we achieved

Overall we generated 10 articles: 1 x national, 1 x business and 8 trade pieces of coverage. We also secured 3 x video interviews with TechNative, which were shared on social channels.

For every piece of coverage, the messaging mapped back to ANS’ core offering. Highlight coverage includes:

Comments in the Times/ Raconteur Report on how to build cybersecurity into your digital transformation project.
A by-line article in Infosecurity magazine on 4 reasons why Christmas is peak season for cyber attacks.
A by-line in TechNative for Arlene Bulfin on encouraging more women in tech as well as a video for International Women’s Day.


video interviews secured with leading tech outlets


articles created resulting in widespread coverage

“Their creative thinking, storytelling expertise, first-class writing skills and great media contacts delivered phenomenal coverage that helped us boost brand credibility, drive inbound demand for our products and attract new candidates. They were also extremely efficient and great fun to work with.”

Robin Wilson, Head of Content and Communications, ANS

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