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

Ploughshare has revolutionised its approach to exploiting innovations born from within the UK government to reap benefits for society at large. It asked Canny to help demonstrate the impact of its business model.

We conducted a series of interviews with key figures within Ploughshare to draw out the stories that brought Ploughshare’s impact to life. We then ‘put pen to paper’ and collated these into an annual review.

We designed the content structure, sourced the information, interviewed the subject matter experts, wrote and edited the copy and worked closely with Ploughshare’s existing design supplier.

Copywriting: showing the impact of innovation

This all culminated in a beautiful eBook that showcased Ploughshare’s many achievements at that time. It was launched at an in-person event in September 2022, engaging its key stakeholders and gaining coverage with relevant news sources. 

Ploughshare

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

We’re witnessing the profound impact that 3D animation is having on communicating emerging technologies in a military context. Lindsay Compton, founder of Canny and communications expert, shares the teams’ experience in deploying 3D design to help you consider if you need it in your communications and marketing toolkit. 

You are all well-versed in the speed at which tech is developing and how rapidly the threat environment is changing. Keeping pace and even getting ahead of the curve is, therefore, crucial. However, introducing emerging technologies to our military and defence stakeholders using just the technical specifications can leave the audience unsure as to what to do or how to consider its impact on future operations. 

The unique challenges of communicating complex defence technologies to military audiences are very familiar to us. We are, therefore, constantly looking for ways to be more effective, and this is where 3D animation is proving to be a game-changer. 

By leveraging the beauty and realism of 3D animation, we can bring emerging technologies to life in ways that traditional communication methods cannot match. Whether it is putting the capabilities of next-generation AI into a realistic environment or visualising the operational advantage of new sensing systems, 3D animation allows us to create dynamic and engaging content that resonates with end-users and decision-makers alike. 

Why is it working so well? Because it allows us to portray how the technology will make a difference. By translating intricate technical concepts into visually compelling narratives, we can ensure the audience understands the importance and implications of emerging technologies on their environment. This not only facilitates informed decision-making but also fosters enthusiasm and buy-in among stakeholders. 

However, achieving realism in animations goes beyond just visual fidelity – it requires meticulous attention to detail and accuracy. Every aspect of the operational environment, from terrain features to enemy tactics, must be faithfully recreated to ensure a truly immersive experience. By getting the operational environment right and concentrating on highly realistic design, your audience can suspend their disbelief to learn how your technology will change what they do. We’ve found that at the end of the video or virtual/augmented reality experience, the questions from the customer are more focused. The military audience can also share their insights into more applications it could be used in, driving the next phase of improvements in the technology. 

If you have technology that is difficult to explain, a 3D animation set in your target audience’s context could not only get you more stakeholder support but also facilitate your stakeholders in providing you with further insight into how they could use your technology and how they would like to see it evolve. By harnessing the power of storytelling and immersive experiences, you can effectively communicate the importance and impact of emerging technologies to military audiences. 

Interested in exploring how this could work for you? Book a call with me now: https://calendly.com/canny-compton/30min  

Leveraging 3D animation to build support for emerging defence technologies

Explore the fascinating fusion of military and commercial technology, the emphasis on human solutions, and the critical significance of the 'near-ground' battlespace. James Peddell, chief technology consultant for Canny Comms, delves into these key themes, offering valuable insights and lessons applicable to militaries worldwide. Discover how Ukraine's adaptive posture and relentless drive for innovation are reshaping modern warfare strategies.

 The Russian invasion of Ukraine has laid bare the advantages and limitations of hybrid warfare, with global news outlets following the stories of fake news and influence operations, through to control of oil supplies and threats of nuclear warfare. Behind the headlines, the closely fought ground battle is starting to expose the real innovation. After short-term successes, the Russian conventional forces have been matched by the Armed Forces of Ukraine (AFU), supported by Western equipment. However, it is the AFU’s agile and innovative approach that has delivered the edge. 

From artificial intelligence (AI) and 3D printing to unmanned platforms and commercial space, James Peddell, chief technology consultant for Canny Comms and founder of technology consultancy Black Jellyfish, identifies three key themes that militaries the world over can learn from Ukraine’s refreshing approach. 

A fusion of military and commercial technology  

The AFU has been remarkably effective at accessing and deploying both civilian and military technology in tandem. It has done this by using a global constellation of commercial ‘off-the-shelf’ and foreign military technology, each part modified and integrated to bypass the demands of a lengthy bespoke military programme. Many will have seen the example of SpaceX’s Starlink, which has been integrated into AFU communications and was able to rapidly overcome Russian attempts at jamming. Similarly, geospatial imagery from commercial satellite services is being combined with Western intelligence to provide a unique battlespace picture. Even controversial AI facial recognition is being repurposed using social media to identify Russian casualties of war and inform their families. The opportunities and benefits from leveraging both commercial and miliary advancements seem almost limitless. 

Yet, perhaps more important is the agility with which commercial and military technology can be put to use. The AFU is achieving this by creating specialist military and civilian teams, using the best talent it has available, to rapidly assess and implement technology at scale. These teams have developed tactics that combine commercial drones (Chinese DJI), to detect and identify targets, with military drones (Turkish Bayraktar TB2 and the US Switchblade) to deliver weapons. Intelligence teams have worked with Primer AI, rapidly repurposing its technology to transcribe and translate unencrypted Russian communications, automatically highlighting key intelligence and massively reducing costs in terms of both money and labour. In Ukraine, an adaptive posture and an open-minded attitude to solutions are proving an effective adversary.  

 The critical tactical importance of the ‘near-ground’ battlespace has been exemplified in the Ukraine conflict. This space is dominated by UAS, counter UAS and EW. Indeed, the sheer array and quantity of technology deployed in this battlespace is indicative of its importance. Drones are being used across all military roles, from surveillance, EW and communications through to logistics resupply, loitering munitions and weapon delivery. New capabilities are even being developed in the field, specifically for the near-ground battlespace. Obsolete anti-tank grenades are being fitted with 3D-printed tailfins to allow them to be air-dropped from drones, highlighting again the resourceful posture that has been so important. What smaller conflicts, like Nagorno- Karabakh, have hinted at has been proved beyond all doubt by Ukraine: whomever controls the near-ground battlespace can dominate the battlefield.   The Ukraine conflict has repeatedly shown the importance of an adaptive posture and an unsentimental preparedness to innovate wherever possible. Militaries from across the world should learn these lessons and seek to apply them to their own modernisation efforts. In the UK, there are significant strides being made that align with these lessons. The Future Commando Force (FCF) is transforming the Royal Marines into an ‘autonomous advance force’, including the creation of agile rapid response teams. Similarly, the Army’s programme on human machine teaming aims to leverage both commercial and military technologies, with a focus on the near-ground battlespace. However, I suspect that the hard-learned lessons of the AFU can be put to great use more widely, across the whole UK military.  

James Peddell has an outstanding track record of leadership at the forefront of global innovation and technology for defence. His previous roles include Head of Sensor Systems for the Defence Science & Technology Laboratory, Research Director for the Royal Navy’s £60M S&T programme, Defence Technology Attaché at the British Embassy in Washington and Head of Defence Innovation at Roke Manor Research. Through Black Jellyfish Ltd and a partnership with Canny Comms, James engages with government and industry to provide expert advice, develop partnerships and accelerate innovation in defence. 

What can the world learn from Ukraine's agile and innovative approach?

Warfare: the mother of all innovation

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

An integrated approach to business development.

We help you build value and grow your business

We know that you’ll be more effective if you have a consistent and fully integrated approach to marketing, communications and business development. As the old marketing adage goes, on average, it takes seven interactions with a message before behaviour will be affected by it. The messages, therefore, really do need to be consistent across every interaction to achieve the desired result.

We believe in the power of a consistent message.

We have extensive contacts in, and a comprehensive understanding of, the Ministry of Defence and its supply chain.

We have the required depth of knowledge in technology and military requirements.

We are brilliant at telling technical and human stories, essential skills for bid writing and selling.

With the mix of market and audience insight, strategic understanding and a practical approach, we are here to act as your partner in entering or growing in the defence and security market. We can provide the following:

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