#Throwbacktuesday: How we helped iSIGHT gain Black Friday’s limelight


Another year and another Black Friday has come and gone, which set us thinking in the office how much the cyber threat landscape has changed in the last couple of years, especially in terms of public awareness of cybercrime.

While media stories about the cyber security fears and threats around Black Friday online sales are now par for the course, it wasn’t quite so just over a year ago. And the security risks to individuals shopping online during this peak period were barely mentioned by major media outlets the year before that.

In November 2015, with the help of Cohesive, iSIGHT Partners managed make the national headlines, cutting through the retail sector’s noise around Black Friday deals and discounts, to warn shoppers of the most sophisticated malware its threat analysts had ever seen.

‘Tis the season… of opportunity

As UK consumers looked forward to the festive period with millions of pounds ready to spend on their loved ones (and themselves!), cyber criminals were also hoping to cash in on booming online retail around Black Friday and Cyber Monday. Shortly before the predicted peaks in online sales, iSIGHT discovered ModPOS; the most sophisticated point of sale malware analysed to date.

We knew that this high profile disclosure was a fastastic opportunity to capture the attention of key media influencers. With a solid pitch and perfect timing, we ensured that theModPOS disclosure was extensively covered by technology titles such as The Register, IT Pro Portal, Infosecurity, Information Age, Enterprise Times, Engineering & Technology, IT Pro, The Inquirer and IDG Connect.

But, crucially, the disclosure also allowed us to place the iSIGHT brand on the national stage with a leading story with both the BBC and Financial Times, helping to sound the alarm to the global retail community and position iSIGHT as leading experts in threat analysis.

iSIGHT BBC news article
A senior director at iSIGHT is quoted in a BBC article – read more

This formed an integral part of our wider campaign with iSIGHT, which aimed to win over its key industry stakeholders with closely targeted PR, media relations and advocacy, so they enthusiastically spread the word on its behalf, opening doors and building brand awareness.

ModPOS was just one of the news highlights that helped us to secure almost 150 pieces of coverage, enabling the company to captivate the UK and European market in a relatively short period of time. This, in turn, played a part in helping to make iSIGHT an attractive proposition for FireEye, who acquired it for $200m in January 2016 as part of a wider strategy to build a fully integrated approach spanning detection, analysis and response to cyber attacks.

Read more about iSIGHT Partner’s journey here.



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