In 2013, Publicis won the contract for Kaspersky Lab’s lifecycle marketing content. I was part of the pitch team and then became the account lead.
Working closely with Kaspersky’s global marketing director, we created an entirely new portfolio of customer experience (CX) content. Our goal was to cut the clutter, write snappier copy, and focus in every case on a single conversion event.
The confidence to say less
Kaspersky Lab is one of the world’s leading software security companies. It had a strong story, good up-to-date customer insights, and a thorough understanding of how its products answered customer needs. But a lot of the existing assets tried to cram in too much of that information.
We stripped everything right back. In most cases, we focused on a single benefit, chosen to appeal to the target segment’s most pressing needs. We also completely refreshed the design: optimising for conversion and aligning with the ongoing brand update being done by Siegel & Gale.
A bit odd, even if I do say so myself
My role on the Kaspersky account was unusual. Working with the client, I did planning and account direction. I wrote most of the copy. I worked with the digital design director to develop the new look and feel. And I was project manager for everything except localisation.
The new approach worked. It led to a significant increase in conversions. And for three years in a row, we delivered more than 3,000 assets on time and to budget.
“Karl is THE professional every company wants and needs to have in their organisation to ensure projects run super smoothly, great attention is paid to detail and thought or challenges are introduced at every step to ensure things are done properly the first time round. ”
Gideon Luke, Director Consumer Engagement and Retention at Kaspersky Lab.
