Rufus Leonard secures online presence for global defence and security leaders, QinetiQ

01 June 2004

Leading brand and digital consultancy, Rufus Leonard, has been responsible for communicating QinetiQ’s security expertise to both internal and external audiences, through a mix of on and offline tools.

QinetiQ’s digital partner since 2001, Rufus Leonard was charged with creating a campaign website and a suite of online banner ads that would communicate and position QinetiQ’s strength and expertise in the provision of security consultancy. 

Rufus Leonard developed the campaign website for QinetiQ’s integrated security capabilities and was responsible for all aspects of the design and build, from the architecture to look and feel.  Rufus Leonard also generated new content for the 150-page site.  The content focused on two key messages, firstly that security is not solely about IT and secondly that QinetiQ has the experience and knowledge to solve security problems for a wide range of organisations.  These messages were also central to the online banner advertising that was created.  These online banners are running on CNN.com, FT.com and NewScientist.com.

A robust internal communications programme was also essential to ensure that QinetiQ’s security offer was fully understood and supported internally.  Rufus Leonard worked with QinetiQ to develop the internal communications programme and created a campaign brochure, a mix of posters, a specially branded screensaver and an e-mail to support the initiative.

Adam Croxen, Account Director at Rufus Leonard, comments on the project:
'We have worked with QinetiQ on a number of projects over the last couple of years so are very familiar with the way they work, their business focus and their great commitment to internal communications.  With all of this in mind, we are particularly proud of the way in which our elements of the campaign fully integrate together to deliver a powerful campaign.'

Jo Fawkes, QinetiQ’s Head of Brand Management, adds:
'The team at Rufus Leonard has consistently delivered quality responses to our briefs, whether they relate to digital or offline communications projects, or indeed a mix of the two as has been the case here.  They understand our business well and how this is best communicated to both internal and external audiences.  We feel sure that their part of this project will be as much a success as previous ones have been.'