Global intelligence and cyber security consultancy S-RM has today unveiled its first ever above-the-line campaign, ‘Your first call’.
The multichannel push was created in partnership with BIRD London, the creative agency founded by former M&C Saatchi Head of Strategy, Steve Parker.
The new campaign seeks to position S-RM as the smart alternative to the “big four” consulting firms amongst c-suite decision-makers, aiming to help drive double-digit revenue growth and ensure that the brand is highly regarded in the City of London and beyond.
The campaign is based on the strategic thought that too often, business leaders adopt a wait-and-see policy when it comes to business risk.
They have become immune to scare tactics. So, to persuade this audience to proactively manage the risks they face, BIRD London identified the need for an intelligent conversation.
A series of elegant executions place risk in the audience’s world, while positioning S-RM as the sharp-thinking solution for risk management.
‘Your first call’ portrays S-RM as the confident partner that can solve complex challenges, so that when decision-makers need to address the cyber risk to their business, or use intelligence to help make their next decision, S-RM is the ‘first call’ they make.
The push is a confident alternative to the jargon-heavy, stock-shot laden advertising of the “big four”, with brutally simple and memorable headlines and a consistent branded sign-off.
BIRD London sourced an original font for the campaign typography from Manchester-based independent font foundry F37.
The font speaks to both the brand and the technical world S-RM operates in.
Each headline has its own distinct art directional approach, using F37’s bespoke font and the brand’s distinctive colour palette to maximum effect.
Media planning and buying for the campaign is by Palace Project.
Activity is running across premium London out-of-home sites including the Waterloo superscreen and black cabs, as well as on audio and digital channels and in major press titles including The Sunday Times, The Times, the FT, The Guardian, The Observer, The Daily Telegraph, The Economist and The Spectator.
Rebecca Smith, Head of Marketing, S-RM, said: “To take the next step as a business we needed to increase our brand awareness and effectively demonstrate what makes us stand apart from other consulting firms.
“BIRD did outstanding work helping us develop our brand strategy and were the natural partners to create and launch our first advertising campaign.
“This campaign perfectly encapsulates our sharper thinking, and why we’re the first call for our clients when they have a complex challenge – it’s a really exciting point in the evolution of S-RM’s brand.”
Heyrick Bond Gunning, CEO, S-RM, added: “This is a big moment for S-RM. We are extremely proud of our first brand campaign and the smart, intelligent advertising that reflects why our clients choose to work with us.
“Steve and the team at BIRD were the ideal partner for this. They always listened, and pushed for the best, most distinctive work, giving the campaign a bold look and sharp voice that sets us apart. We can’t wait to see it out in the world.”
Steve Parker, Founder & Strategy Partner, BIRD London, concluded: “99% of posters and print ads are no more than supersized social posts.
“BIRD London are proud to bring the back the lost art of crisply written headlines, distinctively art directed.
“With S-RM we’re lucky enough to partner with a business which prioritises sharp strategic thinking and understands the creative power of simplicity.”