Insights from advertising for security awarehess professionals.

Episode Outline:

Before I got involved in “information security” 20+ years ago, my formal education was in law, marketing and finance. My work experience was in business development, marketing, recruitment and even a stint in purchasing and supplies. The value of what we now call “skills diversity” was a blip on the horizon for many, if not most, of the security industry. Forward wind 20 years and wow has the world changed. Now as I scan industry digital chatter and meet security stakeholders face to face in board rooms and cafes, I regularly hear talk of the benefits of engaging people with skills and experience outside of the industries usual go to sources.

Marketing is one of those disciplines, where industry folks have often wondered whether we could learn a lesson when it comes to employee awareness, behaviour and culture. As someone who trained in marketing I am convinced! But, I’m not convinced just because in theory it makes sense, but because, as a marketer I have applied what I have learnt, and what I have experienced in marketing roles, to the challenge of influencing employee awareness and behaviour, and I’ve seen the results. However, the lessons from marketing aren’t just restricted to influencing a target audience, which is where almost all industry chatter is focused when exploring the potential role of marketing. Marketing, like information security, also requires good governance. Marketers might not call it governance though. Instead they might call this client account management. I believe that there are lessons for those responsible for security awareness and behaviour, if they are prepared to listen and then join up the dots.

Today’s guest comes from the world of marketing. Specifically, advertising. They’ve led teams of marketers at world class agencies and their professional reputation has now led to a role in industry institutions which are supporting the development of how the world of the marketer can support economic as well as social prosperity. In the interview we cover the relationship between the agency and the customer, the customer and the intended audience and how agencies have changed in response to the changing world they operate in.

Key Topics 

• Advertising and agency work.
• Client relationships and engagement.
• Account management.
• Creative, media and strategy.
• When selling security what is it that you’re selling to your target audience?
• Product awareness.
• Influencing behaviour.
• Considering culture in terms of communication.

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