Category: Thought Leadership

In this blog, Whiteoaks’ Finance Director, Adam George shares his insights about how to ensure your PR investments keep your CFO happy, including:

  • Ensuring campaigns are built around business objectives
  • Setting out clear performance metrics
  • Finding a consistent partner

Like many services, PR can often have an intangible quality that is difficult to reconcile for finance leaders. The tendency to lean upon paid marketing where results can be measured and return on investment (ROI) established is a tempting alternative to appeal to the CFO mindset. That’s why if you want your CFO to back your PR spend, you need to position it not as a creative expense, but as the strategic, measurable business investment it is.

Here are some of the ways to make your PR investment CFO-friendly:

Fixed fees for fixed deliverables

It sounds obvious, right? Traditionally, PR has used the retainer model, but this promotes uncertainty and often results in mounting costs without a clearly defined return. Why not seek out an agency offering a fixed cost for clearly defined deliverables? By eliminating the budgetary uncertainty, PR can be factored into annual budgets with certainty, helping your finance leader plan with confidence.

Business-aligned planning

It can sometimes feel difficult to cut through the jargon and waffle associated with marketing and PR. CFOs are driven by the commercial results, not lip-service and hot air. The agency you partner with should build its strategies around your commercial goals – market expansion, growth in share-of-voice, talent acquisition or any other outcomes your business desires. By aligning PR with business strategy, you give your CFO the confidence that every pound spent is tied to measurable commercial objectives – not vanity metrics or vague brand goals.

Clear KPIs and performance reporting

This leads us on to measurement. It’s the bread and butter of any senior finance professional. The inability to measure the success of any spend means it becomes more difficult to justify. With clear KPIs agreed up-front, and concise reporting throughout a campaign, your PR spend ceases to be deemed a money pit from which results are difficult to define. Instead, it becomes a clear, measurable service aligned with your business goals.

Whether it’s share of voice, media coverage, engagement metrics or influence on pipeline, everything is benchmarked and tracked.

ROI accountability – even a money-back guarantee

‘Money back’ is a phrase you will rarely encounter in the PR world. But without this guarantee, value for money and, crucially, accountability, can often be diminished. Contrast this with clear ROI that is reinforced by a money-back guarantee. This gives your CFO peace of mind that their commercial goals are matched by the desire of the agency you engage.

Consistency that protects long-term value

Unlike paid media, your PR agency should be your partner when it comes to building and protecting your brand. PR isn’t a tap you turn on and off. Stop-start campaigns waste money and erode brand equity. If your agency adopts an ‘always-on’ approach, it becomes easier for your CFO to calculate the benefits and long-term growth provided by consistent and long-term partnerships.

PR as something finance can believe in

To keep your CFO happy with your investment, treat PR like a long-term, strategic asset – not a discretionary spend. Build your case around cost-certainty, commercial alignment and measurable impact. When you speak the CFO’s language – outcomes, risk-management, and value – you turn PR into something finance can believe in.

Get in touch to learn more about how we deliver PR campaigns that keep your CFO happy.

In this blog we’ll:

  • Introduce our new blog series
  • Explore what we mean by silos in marketing and PR
  • Show how Performance PR integrates with paid social, content marketing and SEO
  • And explain how it breaks down silos to deliver greater impact

 

When Phil S. Ensor, the former director of Goodyear, coined the term “silo syndrome” back in 1988, he was obviously onto something.

“People across the organization do not share common goals…communication is heavily top-down, on the vertical axis. Little is shared on the horizontal axis.”

The metaphor stuck; rows of imposing grain stores – tall, parallel and sealed off. It’s become shorthand for the way departments in a business often operate: isolated, inward-looking and disconnected from the rest. Maybe it’s been overused to the point of cliché (although it’s still got nothing on blue sky thinking), ‘silo’ now gets tossed around to describe anything remotely uncollaborative. Still, the problem it points to is very real, and in marketing, the silo effect is still holding teams back, especially when it comes to PR.

But fortunately, we bear good news! Silo season is officially over!

 

The lonely PR silo

If the SEO agency is chasing rankings, the in-house social team is focused on engagement, the PPC freelancer is driving clicks, then the PR agency’s job is just to secure coverage, right?

When most people think of PR, they picture media coverage: perhaps a feature in a trade publication and set of KPIs focused on visibility. When PR is thought of like that, its value and role in the wider marketing mix gets overlooked.

While visibility is still valuable, in modern PR it isn’t the only measurement which coverage counts for.

 

PR’s modern glow up

Today PR, and more specifically Performance PR, goes beyond traditional media relations. It encompasses social media, digital PR, content marketing and creative campaigns.

  • Digital PR and SEO: PR stories landing in online publications earn high-authority backlinks and brand mentions which lift search rankings and boost organic traffic.
  • Content marketing: Original research, compelling narratives and thought leadership become versatile assets, ready to be reshaped into blogs, guides, webinars or email campaigns.
  • Social media: Coverage, podcasts or key messages transform into LinkedIn carousels, short-form videos and social-first activations.
  • Paid social media: Standout PR content is a perfect candidate for targeted paid campaigns, amplifying reach and engagement with precision.

 

How PR is breaking down silos

And it’s not just that PR overlaps with these disciplines, indeed it has become many of them. Here’s what that looks like in practice:

  • SEO and online visibility: Earned digital PR coverage with backlinks and brand mentions helps a brand rank for high-intent search terms, driving organic traffic.
  • Web traffic: A tech influencer’s review of a SaaS product sends targeted visitors straight to a key landing page.
  • Lead generation: A whitepaper addressing buyer pain points delivers 100 qualified email leads, later nurtured through a paid social retargeting campaign.
  • Social media engagement: A blog post reimagined as a LinkedIn carousel becomes a high-performing post, sparking a conversation with a prospect.
  • Organic social media: A podcast interview is clipped and syndicated across multiple social channels, multiplying touchpoints.
  • Paid social media: Standout coverage is boosted to a targeted audience, increasing reach and engagement.

 

What happens when you keep PR in a silo

When PR is thought about as a silo, you miss the potentially powerful influences across the marketing and sales mix. Investing in PR isn’t just investing in coverage – it’s an investment in your whole funnel. Not only that, it makes the impact of all your activities much greater and your money goes further. Keep PR, social, SEO and paid social media in separate boxes, and you pay the price: underperforming channels, fragmented messaging and missed opportunities.

Your buyers don’t think in silos. They experience your brand as one story. And while the buyer’s journey may be fragmented, it’s also interconnected. They might spot your name in a trade headline, hear your spokesperson on a podcast, scroll past a LinkedIn carousel, dive into a blog, watch an explainer video or see you appear in an AI Overview, with each touchpoint building on the last.

The stronger and more consistent that story, the more likely you are to stay top of mind. That only happens when your channels work in harmony, not in isolation.

 

Silo season is over!

This is why we’re calling time on silo season and why this series is dedicated to showing what happens when PR works in sync with the rest of your marketing.

Over the coming weeks, we’ll explore how Performance PR can:

  • drive content marketing
  • create demand generation and nurture pipelines
  • boost visibility and authority in the SERPs
  • integrate with paid social

We’ll also show how to track and measure PR’s impact – proving its value and ROI  – and why it matters to work with a team that knows how to integrate channels from day one.

In the meantime if your B2B tech brand is looking for help breaking down barriers, get in touch with our team of experts to see how our integrated PR approach can turn your campaigns into a success story.

In this blog, Hugh Cadman, Senior Content Creator, shares his thoughts on:

  • The role of case studies in establishing a brand’s credibility
  • Why they’re the gift that keeps on giving
  • The different formats case studies can take

 

Few pieces of content have the electro-magnetic power of a case study. If expertly written, case studies bring solutions to life and establish credibility, describing how a tech business solved a significant challenge for a customer, achieving real, measurable results.

In the B2B tech market, a single case study published on a website or in a top-tier publication can have the power equivalent to hundreds of five-star customer reviews in the consumer sector. For companies that need to grow fast, a case study gives substance to the claims on their website or their marketing materials.

By detailing first-hand the challenges customers or clients were facing, and providing stats and proof-points, a case study strikes an immediate chord with the right audience segment. Potential customers get a clear picture of how a solution or service works and the ROI it provides.

It’s worth the effort – case studies have a long shelf-life

It is true that for many companies, persuading clients to take part in case studies can be tortuous. For tech companies scaling up, their big-name customers carry huge value but are often reluctant. Much can hang on personal relationships.

It is, however, worth investing time in case studies because they have multiple uses and a long shelf-life. They feed into many other types of public relations and marketing content. Reshaped and reworked, the information and endorsements flourish in social media posts, in blogs, as well as in articles in respected target publications.

They can provide the rocket-fuel for award entries and give an eye-catching focus to discussions or round-table events with journalists and analysts. At conferences and events, a snappy presentation based on a case study has genuine impact.

Podcasts and videos

A case study is also ideal material for podcasts and videos. Short-form videos hosted on a company’s website can act as quick introductions to the challenge, how the company solved it and the results achieved.

A podcast can explore the topic at greater length in a conversational manner. This is engaging, easily-digested content that matches the different needs of audiences.

Shout about your customer success stories

In many sectors, such as cyber security, case studies are not so much gold dust as solid nuggets. Quite understandably, major companies are sometimes uneasy talking about their cyber security set-ups and how a solution has transformed their protection.

But if any tech business struggling to get noticed has a customer willing to endorse it in a case study, it should be ready to shout about it as loud as possible. In areas like data management, analytics, AI and managed services, a tech company’s customers can often see the value to their own reputations in a case study. It will demonstrate their commitment to superior service, greater efficiency or customer-focused innovation. It tells investors they are committed to expansion or greater profitability or have made an important strategic shift.

Writing case studies is an art

It is essential, however, that any case study is drafted by people with experience. In some industries, such as telecommunications, lengthy and technical case studies are highly valued. Prospects always want to see the detail. But many audiences now want to get to the point very quickly before making a decision about whether to invest more time exploring the detail to see if it applies to their own business.

Case studies are truly evergreen content, reaching new audiences across numerous channels to establish a business as an expert in its field. Any opportunity to create one should be seized with both hands.

To find out more about how we can support you to develop attention-grabbing case studies, contact the Whiteoaks team today.

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, discusses:

  • Why customer-centred storytelling helps B2B tech brands cut through feature-driven noise
  • How to shape narratives around real-world outcomes, proof points and human insight
  • Practical ways to extend one strong story across channels while supporting wider business goals

 

In a technology market crowded with ‘feeds and speeds’, and lengthy lists of features that look and sound much the same, a compelling story can act as the lever that enables your brand to stand out from the crowd and help you connect with your target audience.

For decades, the importance of storytelling in tech PR has been demonstrated by brands using the approach to foster stronger emotional connections with their customers, build trust and ultimately drive sales.

But it’s the nature of the story they are telling that really makes a difference. For B2B technology companies, successful storytelling is never about simply broadcasting product specs or boasting about speed to market. Instead, the focus should be on weaving narratives that resonate with decision-makers and spark conversations that convert interest into contract wins.

That strong engagement with the end audience is key to successful storytelling, of course. B2B businesses, after all, frequently convince themselves that they have a compelling story to tell but in reality, these stories often struggle to excite external targets.

The launch of a new company website, for example, may seem big news to the business concerned but customers, prospects and partners are likely to be left cold. That’s because, when told straight, the story lacks the “so what?” factor that can translate an internal narrative into a proposition that addresses industry pain points and can make stakeholders across a target market sit up and pay attention.

That doesn’t mean that the story itself has no value but rather that the business needs to find a new angle.


Framing the narrative in a different way

Successful storytelling depends not just on the story but the way that story is told. That’s true even in the case of the new website. It is a dry narrative, if told straight, but shift the angle to the customer benefit: faster self-service, a refreshed knowledge base and improved uptime for support and the same announcement starts to matter.

The most effective examples of storytelling also have a human element. Tech solutions often sound abstract: algorithms, machine learning models, API cycles. Without context, they remain just words on a spec sheet. Good storytelling brings those concepts to life.

By framing your innovation around a customer challenge – whether that’s reducing supply-chain bottlenecks, or powering next-generation healthcare analytics, you highlight tangible outcomes and engage your end audience.

When prospects hear about how a manufacturing firm has reduced downtime by 30% or how a hospital has cut waiting times by 20%, they don’t just see dry statistics, they see real world benefits they can potentially tap into.

This kind of third party endorsement proves that the story the business is telling, and the benefits they are talking about, are true. Audiences are much more likely to start caring about the solution as a result.

                                                                                                     

Building credibility and trust

Trust is earned, not assumed. Peer validation, case studies, testimonials, analyst endorsements play a central role in B2B tech buying decisions. A story rich with credible data points and authentic voices invites readers to believe in your brand.

Openly sharing the challenges that your product team faced and explaining how they subsequently overcame them to develop an innovative new solution, shows transparency. It reassures stakeholders that you understand the market’s demands and have the expertise to deliver.

 

Aligning with business objectives

Effective B2B PR doesn’t exist in a silo. Organisations must always ensure that they clearly align their storytelling efforts with the broader commercial and strategic goals of the business, whether that’s a new product launch, a funding round, or the opening of a new international office.

A well-timed narrative around your latest platform upgrade, for example, has the potential to support investor communications, social media campaigns, keynote presentations and sales collateral in unison. This consistency amplifies impact, ensuring every channel delivers a cohesive message.

 

Engaging through multiple channels

Quality narratives can, and should also have a long shelf life. A single, well-crafted story can fuel diverse content assets: press releases, by-lined articles, multimedia case studies, podcasts and social media posts. B2B tech businesses can, for example, transform a customer success story into a short video that highlights client testimonials, then distil key statistics into an infographic.

By repackaging the core narrative across formats and sharing across owned and earned media, businesses can meet their audience where they consume information, enhancing reach and engagement, and ensuring that the story keeps delivering benefits for them over the longer term.

 

Measuring impact

Storytelling effectiveness can also be measured. Organisations can track media pickup, share of voice, social engagement rates and website traffic to relevant content.

You can even supplement these metrics with qualitative feedback from analysts, messages from prospects or anecdotal evidence from their team. When you see a spike in inbound demo requests following a high-profile thought leadership piece, you know your story has had genuine traction.

For B2B tech companies, storytelling is a strategic imperative. Narratives that humanise technology, reinforce credibility and differentiate your brand can accelerate media coverage, fuel demand generation and strengthen customer relationships.

By consistently applying storytelling best practices across channels and aligning them with business objectives, tech PR teams can turn abstract innovation into compelling reasons for audiences to listen, engage and ultimately act.

Ready to get your tech story heard? Speak to the Whiteoaks team today.

In this blog, Whiteoaks CEO Hayley Goff shares:

  • The importance of senior leadership teams buying into PR strategies
  • How to align PR strategy with the priorities of the senior leadership team
  • The role of regular reporting and meetings in showing the value of their investments

For strategic communications to make a real impact, it needs more than a good plan – it needs full backing from the senior leadership team (SLT). When leaders are aligned, communications land more clearly, consistently and with greater purpose. When they’re not, confusion follows.

Too often, PR is expected to perform miracles without visibility of business priorities or a seat at the top table. That approach rarely works. To extract the greatest value, communications needs to start where decisions are made.

Start with open conversations

A comms strategy worth backing begins with a frank discussion. What are the business priorities? Where is the leadership team trying to take the company? This isn’t about filling out a template – it’s about persuading people to open up about ambitions, challenges and even tensions.

A well-run strategy workshop can help. It gives structure to those conversations and helps distil the inputs into clear messaging pillars and company narratives. These should form the basis of every communication – whether it’s outward-facing PR, social and sales enablement or internal comms.

Build a strategy that reflects the business

Once the inputs are gathered, it’s the PR team’s job to translate them into a plan. That means a strategy that speaks directly to the business’s goals, with KPIs to match. It also means leaving room for adjustment.

It’s important the SLT sees and shapes the final strategy – not just to rubber-stamp it, but to test it, challenge it and take ownership. The best plans are those the whole leadership team believes in and feels part of.

Craft distinctive leadership voices

When senior leaders are involved early, it’s easier to build thought leadership that feels credible and personal. These pieces should go beyond generic opinion or trend commentary, they should reflect how that individual thinks, what they’re seeing in the market and how they want the business to look to the most relevant audiences.

One-on-one sessions can help surface original perspectives and sharpen arguments. This is especially powerful when conducted as part of a broader content strategy, rather than in isolation.

Set a rhythm that keeps leadership engaged

Leadership buy-in doesn’t stop once the plan is signed off. Regular updates – monthly and quarterly – should show clear progress against agreed KPIs. These meetings don’t need to be long, but they do need to be honest and jargon-free.

They’re also a moment to course-correct if something isn’t landing, and to make sure the comms team is still focused on the right priorities. Done well, they reinforce the value of comms and keep leadership invested.

The result is greater reach and cohesion

When leadership is fully involved, the impact shows. The content is sharper. The messaging is more consistent and the outputs – from thought leadership to social content – are used across functions like sales, recruitment and internal engagement.

Communications becomes a strategic driver, not a support function. It helps tell the story of the business from the inside out – starting at the top but reaching right across the organisation.

When the SLT is truly part of the communications process, things move faster, have greater impact and go further. That kind of alignment doesn’t happen by accident – but when it does, the results speak for themselves.

Want to embark on a PR journey that your SLT can get onboard with? Get in touch to find out how we can help.

In this blog, Hugh Cadman, Senior Content Creator, shares:

  • The growing need for data centre providers to differentiate
  • The role of the explainer video
  • Why creativity isn’t off limits for B2B tech brands

When a co-location or edge cloud provider unveils a new facility or service tier, they will focus on telling a story about why their newly-launched operation stands out from the competition.

With co-location and edge computing set for expansion and increased competition, explaining important points of differentiation simply and succinctly is a necessity. Every provider has story to tell about how its new service or facility is the solution to industry challenges or niche requirements. But the number of voices clamouring for attention is growing all the time.

There are currently an estimated 274 colocation providers in the UK (and 523 data centres) and the market is set to expand significantly at more than 13% compound annual growth up to 2030, according to ResearchandMarkets. Demand is driven by corporate and public sector digitalisation initiatives and the massive growth in AI use among businesses and consumers.

In addition, the rollout of 5G and advanced industrial IoT networks will continue to stimulate the growth of edge workloads – processing data closer to the point of generation or consumption for ultra-low latency. To meet this demand, the edge data centre market is forecast to grow at nearly 19% compound annual growth up to 2030, according to Grand View Research.

 

A gateway to greater detail

With more data centres planned all the time, a provider operating in these markets needs a way to explain to prospects why their site offers faster connectivity, more sustainable processes, or more robust cyber security than the competition. In edge computing, for example, a regional data centre may have significant advantages for nearby businesses compared with larger competitors based close to the main connectivity hubs in the South-East.

Security, hardware maintenance, resilience and sustainability are always high on clients’ lists of concerns, so an explainer video animation must swiftly convey key points, providing a gateway to the greater detail available in slides, datasheets and brochures.

This approach works well as an introduction for the non-IT specialists in a potential client. The people who hold the purse-strings are often unaware of the extent to which data centres differ in the services they offer. Many people who are not involved in IT can too easily see data centres as undifferentiated, featureless, automated bunkers.

 

Creativity in connectivity

A concise animated explainer video developed with the help of a B2B tech PR agency can make all the difference, especially those with in-house creative departments. The addition of a voiceover can support in guiding prospects through the mysteries of each operation – from racks and cabling to uninterruptible power supplies.

Data centre cooling is a hot topic because of electricity and water consumption. An animation provides a quickly-understood explanation of the options and technologies such as hot aisle/cold aisle configurations, adiabatic methods, liquid cooling or renewable energy routing and so on.

Visualising what was previously invisible, an animation can effectively ‘peel away’ the wall of the facility to show what happens inside a data centre – including the hardware, cabling and connectivity.

Connectivity is increasingly critical as a point of differentiation in data centres, offering low latency and ease of data-transmission to other regions of the country or the wider world for specific purposes. But among non-specialists, it is easily overlooked. Concepts such as peering or internet exchanges are poorly understood. An animated video could address this, by for example, using live action to track a data packet’s journey from the server rack to a regional point of presence (PoP) in real time, summarising in a few words what is taking place and why it matters.

A video can sum up how a provider meets specific industry requirements and outline the benefits of superfast fibre and dark fibre. Experienced script-writers and animation teams can describe sophisticated approaches such as SD-WAN and SASE in simple terms, along with their advantages for business performance.

Creativity isn’t limited just because you’re operating in a tech space. Introducing a character to personify your offering can help the target audience understand what goes on inside a data centre, for instance. This approach is memorable, differentiated and can help to explain complex topics in layman’s terms. Such initiatives can be a breath of fresh air which cut through the standard, expected explainer video angle and bring something new to the table.

The value that data centre operators can derive from a short video goes beyond the 90 seconds or so of animation. Having attracted attention to their points of differentiation, data centre providers can draw on the services of a Performance PR agency to develop gated transcripts or Q&A documents which generate and track additional leads and build ongoing sales value. Short and sweet, videos pack a real punch.

To find out more, contact the Whiteoaks team today and for more inspiration view our creative showreel.

In this blog by Sophie King, Associate Director, we look at:

  • Why owned research is valuable for B2B tech brands
  • Maximising research’s reach
  • Three ways to ensure research produces tangible results

In the competitive world of B2B technology, establishing thought leadership and standing out from the crowd is essential. One powerful tool for achieving this is owned research, designed to generate original thought leadership on topics that matter to your audience. It offers brands an opportunity to deliver unique content that resonates, helps build credibility and drives PR efforts.

However, to maximise the impact of owned research, it should be integrated into a wider marketing strategy, and not just seen as a one-off PR exercise. Here’s how B2B technology brands can use owned research effectively and amplify it across their marketing channels.

Why Owned Research is Valuable for B2B Tech Brands

At its core, owned research refers to custom data gathered through a survey, study or report commissioned by your company. Unlike secondary research, owned research allows brands to address specific challenges or trends relevant to their audience, producing data-driven insights that can be used to generate compelling narratives and content that can be used in all manner of different ways.

For B2B tech companies, owned research is a chance to move beyond general industry reports and provide something new that positions you as a thought leader. But while research is a powerful tool, its success depends on how well it’s integrated into your broader marketing strategy. To achieve maximum impact, the findings can underpin everything from press releases to social media campaigns, ensuring your brand is recognised as a credible, authoritative source in its sector.

Here’s our top tips on how to maximise its reach:

  • Repurpose Content Across Platforms: Don’t limit the research to one format. While the classic eBook format has its place as a hero asset within a lead-gen campaign, there’s value in repurposing key findings into blog posts, videos or even podcast episodes. Each channel reaches a different segment of your audience, ensuring your research has broader visibility.
  • Coordinate with PR Outreach: Use the research as a hook for your PR campaigns. Pitch findings to relevant media outlets and industry publications, offering them exclusive insights or commentary on the results. This creates the opportunity for earned media coverage and can establish your brand as an authority.
  • Align with your Event Calendar: Research insights can form the basis of event concepts and messaging, providing you with an powerful differentiator against a sea of other attendees. The data from surveys can be used to fuel panel discussions or speaker slots, letting you engage directly with your audience while reinforcing your thought leadership position.
  • Engage with Influencers: Industry influencers or thought leaders can help amplify your research. Collaborate with them to share the results on social platforms, extending your reach to their networks.

Starting a research project from scratch can feel daunting, so to ensure your research produces tangible results, keep these tips in mind:

1) Plan for Headlines from the Start
It’s important to start the research process with a clear vision of what you want to achieve. Think about the key insights or headlines you want the media to pick up. Without a clear focus, you might end up with a report full of generic data that doesn’t provide value. Consider what your audience cares about and what gaps exist in the industry. This will guide the creation of meaningful research that generates buzz.

2) Get Senior Stakeholder Buy-In Early
Research projects require a significant investment of time and resources. To ensure alignment with broader company objectives, it’s crucial to get buy-in from senior stakeholders early on. Their involvement helps shape the research and ensures that the findings are closely aligned with your strategic goals, increasing the likelihood of long-term impact.

3) Define Success Metrics
Before the research kicks off, define what success looks like. Will you measure media coverage, social media engagement or lead generation? Setting clear KPIs upfront will allow you to track the effectiveness of your research and optimise for better results. For example, metrics like press coverage, social shares or eBook downloads can indicate how well your content is resonating with the target audience.

Turning Research into Results

Owned research is a valuable tool for any B2B technology brand looking to differentiate itself in a crowded market. However, it’s not solely about the research itself – it’s about how you use it. By integrating it into your broader marketing strategy, from PR content and social media posts to hero eBooks and event collateral, you can maximise its impact and create a strong foundation for long-term thought leadership.

By following best practices and setting clear goals from the outset, B2B tech brands can leverage owned research to build credibility, generate PR narratives and drive engagement across multiple touchpoints.

Find out more about some of our work in this area for clients, including a cybersecurity industry report for Bridewell, which saw us generate 697 pieces of coverage, or our integrated research campaign activity for InterSystems, which saw us deliver a full suite of creative assets.