Propaganda unlocks Boxing Orange brand insight

Strategic and creative agency Propaganda has been appointed by the UK’s leading managed security services specialist Boxing Orange, to deliver a strategic marketing plan following a three-month Discovery programme.

Leeds-based Boxing Orange delivers IT security services & solutions to clients to protect their businesses from internal threats or breaches and external attacks. The firm provides twenty-four hour security seven days a week through a team of highly qualified information security analysts & experts to clients in the online gaming, financial services, central government, logistics, and property and retail sectors.

Propaganda’s intensive Discovery research programme, which included internal customer and competitor reviews and media perspectives, revealed that IT security breaches can significantly impact on business performance, reputation and customer satisfaction. The research also highlighted that the intensity of security breaches is becoming greater and more unpredictable, and businesses need specialist help to take the appropriate action.

The resulting new Boxing Orange brand positioning, ‘tomorrow’s security today’, is aimed at highlighting to businesses the importance of taking a proactive approach to improving their online security measures to prevent attacks happening in the first instance. The new brand positioning will launch this spring to existing customers, prospects and strategic partners.

Phil Ineson, director and co-founder at Boxing Orange, commented: “Our partnership with Propaganda has allowed us to obtain insight that has helped to shape our new brand positioning. We operate within a market of significant and growing opportunities, so to be able to truly demonstrate what Boxing Orange can bring to our customers – based on market insight – will enable us to realise our ambitions for the business, including developing new solutions, deeper engagement with our existing customers, and of course acquiring new ones.”

Craig Harrold, client services director at Propaganda, said: “We are working closely with the senior team at Boxing Orange to drive marketing effectiveness and incremental growth. The new positioning will enable Boxing Orange to deliver against its objectives through raising greater awareness and appreciation of the importance of IT security, and its impact upon business performance, customer service and brand reputation.”