Fering approached Canny Comms with a significant challenge: introduce their revolutionary all-terrain, fully electric/biofuel military vehicle—the Pioneer X—to the notoriously conservative defence sector. As an unknown vehicle brand with groundbreaking capabilities, including 80km of silent electric operation and a 7,000km hybrid range, Fering needed to quickly establish credibility and generate interest among military decision-makers.

The campaign needed to transform complex engineering concepts into compelling narratives that would resonate with defence procurement teams. With just three months to prepare for the International Armoured Vehicles (IAV) event in January 2025, we needed to develop a strategy that would cut through the noise at a crowded industry gathering.

Chief Operating Officer, Fering

Gren Paull

Our multidisciplinary team of communications experts, engineers and ex-military personnel developed an integrated campaign that highlighted the Pioneer X's revolutionary stealth capabilities. We created a strategic messaging framework focused on five key pillars: engineering excellence, capability, reliability, sustainable innovation, and precision British engineering.

We implemented a tiered media relations approach, crafting bespoke pitches for national, defence specialist, and technology publications. Rather than pursuing volume, we targeted 25 priority journalists across 15 key publications with tailored content.

The campaign combined exceptional off-road video footage with CGI showreels demonstrating the Pioneer X's stealth capabilities in realistic operational scenarios. We prepared Fering's spokespeople as "technical translators" who could explain complex engineering in accessible terms, while our exhibition stand showcased the vehicle's innovations through live demonstrations.

The campaign dramatically exceeded all objectives. Coverage was secured in four major publications—The Telegraph, Daily Express, Jane's Defence, and European Defence Review—reaching a combined audience of over 8 million readers. 92% of coverage included at least three of our five key messages, with stealth capabilities mentioned in 100% of articles.

Digital engagement soared across platforms with our LinkedIn content achieving a remarkable 23.6% average engagement rate—nearly six times higher than the industry standard. One thought leadership piece generated 83,000 impressions, more than 40 times the normal engagement. On Instagram, we reached 11,184 profiles (exceeding the target by 11.8%), while our technical showreel videos received 18,691 views across platforms.

The campaign delivered exceptional business impact, generating enquiries from multiple military forces (including Dutch special forces and Singapore), interest in urgent orders from three countries (Malaysia, Poland, and Hungary), exclusive negotiations with a UK defence Prime company, and interest from major defence companies, including BAE Systems and BHE.

Launching Fering's Pioneer X

The British Army’s Project ZODIAC team were planning to take part in Project Convergence Capstone 4 (PCC4), an event held in the United States of America (USA) to experiment with and demonstrate international military technology collaboration. Roke is ZODIAC’s Prime Systems Integrator and was due to lead the industry team at PCC4 to demonstrate how ZODIAC could be used in collaboration with international allies to provide coordinated ISTAR. 

The Army and Roke wished to use the event to promote ZODIAC but required tailored communications and marketing materials.

We proposed a collection of targeted materials and activities to promote ZODIAC, including striking graphics, handout brochures, backdrop banners and slides for presentation by Army stakeholders. We also provided stakeholders with materials and approved wording to engage wider audiences. We engaged with the Army Communications Team and other stakeholders involved in ZODIAC to ensure messages were coordinated and amplified.

Throughout this project, we worked closely with Roke, who provided the strategic direction needed for us to deliver this work and oversaw the planning and delivery of our comms work as part of the wider project ZODIAC PCC4 activity. This collaboration ensured appropriate stakeholder input, buy-in and approvals, and that the comms aligned with and complemented the ZODIAC demonstrations at PCC4.

We received very positive feedback from Roke and the Army. The supplied materials and the advice we provided helped to raise the profile of Project ZODIAC both for attendees at PCC4 and for other project stakeholders.

“We were very happy with the work supplied by Canny Comms for Project ZODIAC. The brochure and graphic were a particular highlight – they really showcased the ZODIAC system and demonstrated what it can do.” Nik Beecher, Assistant Director Integrated Solutions, Roke

Project ZODIAC

The Land ISTAR programme aims to deliver an integrated and distributed system of sensors, applications and underlying architecture, enabling the Army to act with greater precision and speed. The programme required a partner with deep domain knowledge and experience with managing complex stakeholder networks, so Roke, the prime industry partner for this programme, contracted Canny to support with a communication strategy. 

We proposed a clear and coherent communications strategy to engage with key stakeholders.

We identified and interviewed stakeholders and developed case studies to understand their communication needs and interests. Roke was a strategic partner in the process, supporting us to craft a detailed strategy for effectively communicating the Land ISTAR programme and engaging stakeholders across the Army, MOD and industry. This included output recommendations ready for implementation.

Strategic communications for complex defence integration

The delivery of the strategy was met with positive feedback from Roke and the Land ISTAR team.

By tailoring the approach to the specific needs identified through stakeholder case studies, we provided a strategy that could streamline communication channels and reduce the complexity with the goal of enabling better comprehension of the benefits the Land ISTAR programme encompassed.

The delivered strategy will better enable the programme to meet its objectives and increase stakeholder confidence in the initiative's direction and impact.

The Canny team has been supporting in parallel a sub-project of the Land ISTAR programme called Project ZODIAC. This project, led by Roke, will provide the backbone of the capability delivered by the Army’s Land ISTAR Programme and will result in a faster, more integrated sense-decide-effect chain.

“The communications strategy and work carried out by Canny Comms was helpful in engaging Army, MOD and industry Land ISTAR programme stakeholders. This increased confidence in the programme by efficiently communicating its objectives.” Nik Beecher, Assistant Director Integrated Solutions, Roke

Land ISTAR Programme:

In the summer of 2022, Canny was engaged to be the PR and communications partner for the Three Counties Defence and Security Expo (3CDSE), which encompassed a dinner, industry day and expo.

3CDSE is an expo targeted at defence and security SMEs who develop products and services aimed at the specialist user. The event was originally aimed at businesses in the three counties of Herefordshire, Worcestershire and Gloucestershire due to the high prevalence of such organisations within the region but quickly gained a national and international reach. 3CDSE recognised that Canny’s intimate understanding of this context positioned us perfectly to drive attendance to this event.

A media strategy that directly resulted in coverage for 3CDSE and exhibitors in publications such as Battlespace and Shephard.

This media strategy also included a crisis management procedure, which had to be implemented on the day of the event due to pressure from protestors, and resulted in balanced coverage in the local media.

Photography and videography to ensure that both exhibitors and the event organisers had plenty of content to drive sales.

The writing and distribution of marketing emails.

Copy for 3CDSE’s website, including a carefully researched thought piece.

A comprehensive social media plan for 3CDSE, including the curation of relevant content. This took the form of posts of varying frequency, reshares and a wide range of purpose-created images and videos.

We also organised and hosted an ‘innovation showcase’ that allowed smaller SMEs an opportunity to demonstrate their capabilities to a receptive audience.

This robust and all-encompassing comms strategy resulted in a substantial increase in social media engagement and website views for 3CDSE. By effectively utilising 3CDSE’s social media presence and curating compelling content, the event was a roaring success.  

Views of 3CDSE’s LinkedIn page experienced a significant increase, with mobile views increasing by 751%, and desktop views by 821% between September and October. The engagement rate also showed substantial growth, rising by 252% in August. Organic impressions peaked in October, reaching 144% more than in previous months.  

Canny has been asked to continue as PR and comms partner for the event as it enters its latest evolution as the Specialist Defence and Security Convention (SDSC). 

3CDSE

We are proud to announce the launch of Reputation Masterclass 2025.

This new conference, scheduled for 16 January 2025 at Farnborough International Exhibition & Conference Centre, is the first aimed at communications and marketing professionals in the defence and security industry. The masterclass will tackle the most pressing reputation challenges in the defence communications field.

Navigating misinformation and geopolitics

Reputation, ethics, and social responsibility

Public affairs in a shifting political landscape

Digital security and rebranding strategies

Confirmed speakers include Jerome Starkey (Defence Editor, The Sun), Philip Ingram (regular Sky News security commentator), and Rachael Clamp (Chartered Institute of Public Relations President and CEO of Ardesey).

This non-commercial event will donate all proceeds to SSAFA and Heropreneurs, benefiting military charities that support those who have served in the armed forces.

Canny has designed this event to provide practical strategies, foster professional growth, and build stronger networks within the defence communications community.

Lindsay Compton, CEO of Canny said: "Reputation Masterclass 2025 is a culmination of our years of experience in the sector.

"We wanted to create a supportive event for marketing and comms pros to come together, share knowledge, and tackle the sector’s big reputational challenges head-on. It's about supporting the growth of individuals while using the proceeds to give back to those who have served in the armed forces. We're excited to see the impact this event will have and the conversations it will spark. 

"If it goes well, we’ll aim to run it annually."

To see the full agenda, speaker list and secure a space visit: www.canny-comms.co.uk/masterclass

Reputation Masterclass 2025

We're proud to announce the launch of Reputation Masterclass 2025.  This new conference is the first aimed at communications and marketing professionals in the defence and security industry. 

First conference for communications and marketing professionals working in defence and security

Experience in communications and marketing (level dependent on role)

Growth mindset and natural curiosity about technology and defence

Interest in emerging technology, geopolitics, and military affairs

Proficiency in social media, marketing, and CRM tools

Willingness to undergo UK MOD security vetting

CIPR qualification (or willingness to obtain one)

Hybrid working with one day a week at Porton Science Park (SP4 0DQ)

Work alongside creative professionals and technical specialists

Purpose-driven projects in defence and security

Supportive environment for veterans, reservists, and military spouses

Send your CV and a note explaining why you'd like to join Canny to helena@canny-comms.co.uk. 

We review applications year-round and will contact you when suitable positions arise.

We actively encourage applications from veterans, reservists, and military spouses.

We're always looking for talented individuals at all levels to join our growing team. Whether you're early in your career or an experienced professional, if you're passionate about defence communications, we want to hear from you.

Join our team

Let's start with a truth universally acknowledged in defence innovation circles: A revolutionary technology in possession of poor communications must be in want of attention. 

As part of a £2.2bn addition to the defence budget, Chancellor Rachel Reeves just announced a £400 million investment in defence tech, pledging to reform our "broken defence procurement system" and make it "quicker, more agile and more streamlined."  

For innovative SMEs, this should be cause for celebration; there are positive signs regarding the need to improve engagement between SMEs, MOD and prime contractors. 

But here's the inconvenient truth—having brilliant technology isn't enough. And never has been. 

This paradox affects everyone in the defence ecosystem. Whether you're a startup trying to break into the sector, a prime contractor with new capabilities, or indeed the MOD and its agencies trying to communicate your own innovation programmes — you've spent years perfecting technology that could transform battlefield capabilities, save lives and deliver strategic advantage. Yet somehow, the most brilliant innovations often remain on the lab bench. 

Your technology might be invisible by design (we're looking at you, stealth capabilities), but your company and its value proposition shouldn't be. 

Consider the case of Advanced Material Development (AMD), a nanotechnology firm that was creating extraordinary materials but struggling to communicate their defence applications. After implementing a focused communications strategy for DSEI in 2021, it formed over 100 new relationships across industry, government and academia, secured a DASA contract worth approximately £400k, and added £8 million to its company valuation. 

The technology was evolving, but crucially, so was the conversation around it—and that made all the difference. 

The three deadly sins of tech communication 

We've observed a curious phenomenon across the defence tech landscape, affecting both industry innovators and government/military organisations alike: 

You understand your technology so thoroughly that you've forgotten what it's like not to understand it. You explain your breakthrough using acronyms that mean nothing to your audience, and technical language that obscures rather than illuminates.  

TB2 Aerospace had this challenge with their drone recharging operational payload system. Their solution wasn't more technical specifications—it was crafting visual narratives through 3D animations that showed real-world military applications, helping stakeholders immediately grasp its potential. 

You're so focused on your clever solution that you're not properly articulating the problem it solves. "We've built an AI-powered quantum widget!" Great. What operational problem does it address? How does it fit into existing capability frameworks? 

Radnor Range, selected as the Prime contractor for a collaborative autonomous Test and Evaluation project, faced this exact challenge. Rather than simply promote the range and its integrated facilities , it needed to demonstrate how these capabilities positively impacted the speed and quality of test and evaluation. A coordinated communications approach that focused on real outcomes rather than technical features led to a 167% increase in followers and engagement rates 2-3% higher than industry standards. 

Your technology doesn't exist in isolation. It operates within complex defence ecosystems, doctrines, and capability development roadmaps. Without context, even the most impressive technology can appear irrelevant. 

The Land ISTAR programme faced this exact challenge. A tailored communications strategy built on stakeholder interviews is transforming how the programme is perceived and understood. 

The right communications approach can multiply the perceived value of your technology without changing a single line of code or component. 

Sibylline transformed their rather dry global risk register into a rather splendid interactive 3D globe that visualised risks around the world. The information remained the same, but the experience became transformative, driving record attendance at their Annual Forecast event. 

It's not just industry that benefits from this multiplier effect. The MOD and its agencies face the same challenges when communicating their own innovations: 

Bright Corvus, a high-profile R&D programme at the Defence Science and Technology Laboratory (Dstl), achieved similar results. Taking time to visualise and communicate the potential battlefield applications of complex radio frequency technologies, it gained significant traction with MPs and senior military personnel at critical events. 

Project ZODIAC succeeded by creating a coordinated communications approach that included striking graphics and targeted materials. This comprehensive approach raised the profile and built understanding of the project amongst both military and industry stakeholders. 

With defence spending set to increase to 2.5% of GDP by 2027, we're looking at billions of pounds flowing into capability development and – strategically - the war in Ukraine has illustrated  both the power of disruptive technologies and the speed at which they can be brough to the front line. But there's a translation gap between innovative technology and defence procurement that swallows promising innovations whole. 

Whether you're in industry or the public sector, your technology represents years of innovation, testing, and refinement. It deserves to be understood—not just by technical peers who already speak your language, but by the people who make acquisition decisions, approve budgets, and determine which technologies make it into the hands of those who need them most. 

Your technology might just change the world. Make sure you're talking about it in a way that gives it the chance. 

Canny specialises in communicating technology and innovation for defence and security. Our team combines expertise in communications and marketing with deep technical knowledge, helping innovative organisations navigate the defence landscape and achieve their goals. 

Want to discuss how your defence innovation can break through? The team stands ready to help.

Book a free 45 minute consultation here: https://lnkd.in/e2fUK2Sf

The team in front of a screen with a CGI animated drone on it showing the TB2 DROPS system

Why your revolutionary defence tech won't change the world...

In the intricate world of defence programmes, successful communication demands more than traditional marketing expertise. It requires a rare combination: deep technical understanding, operational experience, and genuine cultural knowledge of military ways of working. This blend of capabilities enables us to rapidly grasp both technical and operational challenges, allowing us to focus on what matters most - engaging stakeholders effectively and bringing complex technologies to life. 

Modern defence programmes operate within complex stakeholder networks, from military end-users and MOD decision-makers to industry partners and international allies. Our experience has shown that effective engagement requires more than just understanding these different perspectives - it demands the ability to speak each stakeholder's language authentically. 

We've seen this in action through our work with major defence programmes, where our multidisciplinary approach has consistently accelerated stakeholder understanding and programme delivery. By combining technical experts with those who understand military culture and operations, alongside communications specialists, we create engagement that resonates across all stakeholder groups. 

Perhaps nowhere has this approach proved more valuable than in communicating invisible technologies. When working on Project ZODIAC, we faced a fundamental challenge: how do you demonstrate the value of something you cannot see? Our solution combined sophisticated 3D visualisation with deep technical understanding, allowing stakeholders to truly grasp the system's capabilities and potential impact. This approach led to a measured 30% increase in stakeholder understanding at international events like Project Convergence Capstone 4. 

Cultural understanding accelerates effectiveness 

Our team's immersion in military culture proves invaluable in accelerating programme communications. When working with Roke on the Land ISTAR programme, this cultural fluency enabled us to quickly grasp operational requirements and technical specifications, leading to faster decision-making among army and MOD stakeholders. By speaking the language of both technical teams and military operators, we bridge gaps that often slow down programme delivery. 

Every communication strategy we develop is built on clear, quantifiable objectives. This approach has delivered concrete results: 

Accelerated decision cycles through enhanced stakeholder understanding 

Improved cross-border engagement in multinational programmes 

Streamlined information flows between technical teams and end-users 

Increased stakeholder confidence through authentic communication 

Enhanced programme comprehension through visual demonstration of complex technologies 

International collaboration in practice 

Defence programmes increasingly operate across borders, making cultural and technical understanding even more critical. Our experience in creating materials for international demonstration events has shown how combining cultural insight with technical expertise can bridge both organisational and national boundaries. This proves particularly valuable in multinational contexts, where understanding of military cultures must span different nations' approaches and traditions. 

The impact of effective defence programme communications extends far beyond initial engagement. Through our work, we've seen how thoughtful communication strategies create lasting benefits: 

Technical teams better understand operational requirements 

Operators can clearly envisage how they'll use new capabilities 

Senior military stakeholders gain confidence in programme direction 

Investors appreciate potential impact and value 

Engineers remain engaged and aligned with programme goals 

As defence programmes become more integrated and international collaboration increases - exemplified by events like Project Convergence Capstone 5 - the role of strategic communications grows ever more critical. Success requires partners who can genuinely bridge technical, operational, and cultural domains while delivering measurable communication impact. 

Our approach has consistently shown that effective defence communication relies on more than just technical expertise or communications capability. It demands a genuine understanding of military culture, the ability to visualise complex technologies, and the skills to engage diverse stakeholders effectively. This combination enables programmes to achieve their full potential, ensuring every stakeholder not only understands the capability but can envisage its impact. 

Want to learn more about how we can support your programme? Contact us to discuss how our strategic approach could bring your complex capabilities to life. 

Bringing complex defence technologies to life

Following a recent site visit by Canny's Helena and Rory, our team witnessed first-hand the development of Fering's ground breaking all-terrain electric utility vehicle. With an unprecedented 8,000-mile range, this revolutionary vehicle has the potential to transform logistics operations worldwide.

Canny will lead Fering's comprehensive marketing strategy, delivering end-to-end services including messaging development, website creation, public relations, and CGI production for the vehicle's launch at IDEX in February 2025. 

This partnership marks another exciting step in Canny's commitment to supporting innovative technology companies that are driving sustainable transportation solutions.

We are thrilled to announce our newest client partnership with Fering, the innovative electric vehicle manufacturer developing next-generation utility vehicles at its Battersea facility. 

NEW CLIENT: Fering

Following successful delivery of DPRTE's communications strategy and planning phase, Canny has now been appointed to implement the full communications and PR program for DPRTE 2025. This expanded scope will support the event's evolution into a two-day format, marking a significant development for the UK's leading defence procurement event.

The extended format will offer participants enhanced networking opportunities and deeper engagement with the latest developments in defence procurement and technology. Building on DPRTE's established success in connecting buyers and suppliers across the defence procurement and supply chain community, our team is now actively implementing fresh approaches across their communication channels, including a revitalized LinkedIn presence.

"Winning both the strategy and delivery contracts demonstrates the strength of our creative approach and deep understanding of the defence sector," said Lindsay Compton, CEO at Canny.

"We're excited to help showcase this premier event and the opportunities it presents for the defence community."

Keep up with the latest DPRTE developments by following their LinkedIn page, where you'll see Canny-created content bringing fresh perspectives to the defence procurement conversation.

DPRTE 2025 will take place between 26 - 27 March 2025 at Farnborough International. For more information about the event and registration details, visit https://www.dprte.co.uk/

We are delighted to announce the expansion of our partnership with DPRTE, having secured both strategic planning and implementation contracts for its landmark two-day 2025 event.

NEW CLIENT: Partnership with DPRTE 2025

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Expert in communicating technology and innovation for defence and security

Our team has a unique combination of skills, with experts in science and technology working alongside communications and marketing professionals. This means we have the necessary intelligence to get what you do quickly, no matter how complicated it is, so we can get on with making sure that other people get it too.

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We are a whole-service agency, so we can provide you with the support you need, from strategy and planning to execution and evaluation. We can help you with everything from media relations and public affairs to social media and website design. 

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We are passionate about using our skills to support the military and its stakeholders. We are a silver-level award winner of the Armed Forces Covenant Employer Recognition Scheme, and our team includes veterans, reservists and military spouses.

Expert in communicating technology and innovation for defence and security

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Launching Fering's Pioneer X

Project ZODIAC

Land ISTAR Programme:

3CDSE

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