Trellix hands The Hoffman Agency added global duties building on APAC partnership

Cybersecurity company Trellix has retained The Hoffman Agency as its agency of record. The Hoffman Agency will support Trellix with public relations, content and socials in the US and EMEA, as well as expand its existing relationships in APAC.

Trellix launched in January 2022, emerging from the joining of McAfee Enterprise and FireEye in October 2021, as a cybersecurity company delivering the next generation of extended detection and response (XDR).  Trellix provides customers with an XDR ecosystem that adapts at the speed of threat actors and delivers advanced cyber threat intelligence and help organizations build resilience. This is called ‘living security,’ which provides risk reduction to security operations teams by employing automation, so as to prioritise investigations and accelerate detection, response and remediation.

“It’s such a unique assignment to be part of building a brand from the ground up with assets that include nearly 5,000 employees and US$1.8 billion in revenue. By bringing all media, not just earned media under one umbrella, we can scale a campaign that’s in lockstep with the brand’s aspirations,” said Lou Hoffman, CEO at The Hoffman Agency.

Prior to the partnership, Trellix was looking to level up its communications programmes to align with next-generation approaches to cybersecurity and the evolution of its business. “Hoffman understood our vision and has the skills and energy to deliver on an integrated global strategy across traditional and social media. Hoffman shares our enthusiasm, making them a great partner for Trellix,” adds Trellix global communications VP, Sara Aiello.

"We love high-profile spaces. It’s tough to get more high profile than cybersecurity, which literally impacts every type of organization on the planet. Teaming with Trellix to make a positive difference in the world has our 31-strong team ready to hit the ground sprinting,” reports The Hoffman Agency in a press release statement. 

The agency recently named Caroline Hsu as its new chief global officer in March, where she will also continue as managing director for APAC, with other regional responsibilities moving onto other senior leaders in Asia. Hsu will help clients across multiple geographies, as the company looks to position itself as a communications consultancy firm with a global reach.

Currently, The Hoffman Agency has 15 offices across the globe, including San Jose, Portland, Boston, Beijing, Berlin, Jakarta, Hong Kong, London, Paris, Seoul, Shanghai, Shenzhen, Singapore, Taipei and Tokyo.

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