Work to span across Europe, APAC, LATAM, the United States and Canada
Weber Shandwick, one of the world’s leading global communications and marketing solutions agencies, has been selected to lead global consumer communications for leading online protection provider McAfee.
Since its founding in 1987, McAfee, inspired by the purpose to make life online safe and enjoyable for everyone, has led the way and created a legacy in online protection. As it redefines its focus to a consumer brand, the firm will partner with Weber Shandwick to create and execute a global consumer communications strategy that reflects the brand’s security focus on people, not just devices.
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“We took a decisive step forward with our brand to place our focus on consumers, on people. It’s a bold move that’s been years in the making. To help us communicate this shift to consumers, we wanted a partner that was as bold at driving big changes,” said Judith Bitterli, Senior Vice President, McAfee Consumer Marketing. “Weber Shandwick’s integrated global network matches our own, and with their deep experience in consumer brand marketing and communications, they are a natural partner to take on storytelling in this new direction, on this scale.”
Based out of the Toronto office, Weber Shandwick will work with McAfee’s global consumer marketing team led by Bitterli in a truly global fashion with an agency team spanning countries across Europe, APAC, LATAM, the United States and Canada. The agency’s extensive media relations experience, corporate reputation capabilities and emphasis on data-driven intelligence will be brought to bear in all markets to further the reach of McAfee’s new brand promise with an insights-first approach.
“McAfee is a powerful name in the online security world. The move to redefine itself as a consumer-focused brand is an exciting challenge well suited to our strengths as a global agency,” said Greg Power, President and CEO, Weber Shandwick Canada. “Becoming a pure-play consumer brand requires changing perception, enhanced reputation and creating connections with consumers around shared value. We look forward to working closely with McAfee to share a new face of the brand with the world.”
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