Rainer Bock
A passionate communicator and content strategist with more than 15 years of experience in agencies and in-house. My focus is on strategic development of communications activities, demonstrating the value of PR to top-management and other stakeholders and filling great stories with life, now trying to create meaningful, entertaining corporate films suited for mass audiences.
Friday 14 June 2024
How We Failed Building the Red Bull Media House of Cyber
In 2018, cybersecurity giant Kaspersky
embarked on a bold mission: they wanted to
create an internal production house that would
become "The Red Bull Media House of Cyber."
High-quality productions, a strictly editorial
approach, exciting stories, and proper
investment should lead to increased brand
perception among younger audiences – and
establish the company as a production house for
high-quality content about the digital world.
Many awards, a successful YouTube channel,
two seasons of a TV series, and hundreds of
millions of views later, we know: we failed. A talk about the different realities of content
marketers and "the business," perception
management with internal peers, and realistic
objectives.