Axicom | Agency Profile, Contacts, AOR, Client Relationships

• The agency will lead RSA's communications strategy, content creation, earned media relations, and campaign execution.
• This shift replaces RSA's incumbent NA PR AOR, Shift Communications.
• Amid this hire, RSA and its customers have started facing the challenge of a rapidly-changing environment.
  • This involves the increased risk of more and more people working from home while handling sensitive information, along with geopolitics and the sophistication of the technology that bad actors use.
• The company will likely:
  • Launch new work soon
  • Return to heavier ad spend
  • Conduct additional agency reviews
• Target demographic: 
  • ​​​​​​​Organizations in need of security options

Recent leadership shifts:

• Within the past year, RSA hired new marketers such as revenue marketing head Brent Kenyon (October 2022) and solutions marketing head Greg Jensen (January 2023).

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: RSA Security hasn't utilized digital ads since spending roughly $520.4k in 2021.
  • 2021 data: In 2021, the company earned roughly 166.3m digital impressions via desktop display (90%) and mobile display (10%) ads placed primarily via Zeta (99%) onto listenonrepeat.com (3%), yahoo.com, slickdeals.net, startribune.com, and boredomtherapy.com.
• Additional channel insights  
  • The company works with influencers and utilizes Google Ads and OOH.

Additional agency insights:

• Opportunity: PR hires often precede additional agency reviews, so get in touch sooner rather than later to offer creative, media, digital analytics, social media management, multicultural, and/or experiential services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Axicom: NA PR AOR