Ransomware cyber attack
In 2017, the world was hit by the WannaCry ransomware cyber attack. AxiCom mobilised quickly to ensure Proofpoint was viewed as an expert on the matter.
On the afternoon of Friday May 12th 2017, the WannaCry ransomware cyber attack broke across 99+ countries, most notably effecting NHS computers. As a major cyber security provider, Proofpoint wanted to be part of the discussion. However, competition was fierce with every security vendor keen to share an opinion and the weekend drawing in.
Throughout Friday evening, AxiCom worked with the Proofpoint team on the outreach strategy and approach to engage with the European media. By Saturday morning, it transpired that Proofpoint’s threat researchers had helped detect the ‘kill switch’ that halted the attack. AxiCom reacted by hosting messaging calls with the corporate team, bringing additional spokespeople up to date with developments and crafting a pitch which was taken out to the weekend national writers and broadcast desks across UK, France and Germany.
Secured 16 UK national and broadcast briefings, including; BBC 1 news, BBC 2 Victoria Derbyshire, Sky News, BBC Radio 5Live, BBC Radio 4, The Guardian, The Evening Standard and The Financial Times Generated 60 pieces of UK national, broadcast and trade coverage Apollo research listed Proofpoint as the third most talked about vendor on the WannaCry attacks Generated over 700 articles across EMEA and conducted 33 national and business briefings
"From start to finish AxiCom ran the outreach effortlessly, from debriefing our spokespeople, securing media interviews and managing a back-to-back broadcast schedule, they didn’t miss a trick."
- Estelle Derouet, Senior Director, International Corporate Communications, Proofpoint