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

Bright Corvus, a high-profile research and development programme being undertaken by the Defence Science and Technology Laboratory (Dstl), needed to increase engagement and support from the project’s stakeholders. These include military users of the next-generation technology in the Front Line Commands and the partners they need to work with them in developing it, such as fellow colleagues, academia and industry. 

Our first step was to extract the technical details from the experts in each area. We quickly understood the potential use cases and applied them to our knowledge of the operational environment. Next, we developed a series of 3D concept stills and a 3D animation to show the potential application of this highly complex technology in a battlefield context. 

Using 3D animation allowed for greater realism and ensured that stakeholders could more easily visualise the full potential of future systems. Applying advanced radio frequency technologies in distributed systems enabled the delivery of disruptive surveillance, protection and navigation solutions.

Communicating emerging tech to front-line users

These highly realistic 3D concepts have been implemented in core stakeholder briefings, while the animation has already been put to use at the first Bright Corvus annual conference, as well as at the media release of the Defence Command Paper Refresh in July 2023. The visuals have allowed the project to make a real impact at both events, gaining traction with all their stakeholders but particularly MPs and senior military personnel. The customer is delighted with the result and Canny’s approach – producing a high-quality animation within an incredibly short timescale to meet their deadlines.

Dstl - Bright Corvus

Uncrewed aviation specialist Callen-Lenz sought to promote its novel Koios drone system and announce a new working relationship with Inzpire at the 2022 Farnborough International Airshow. More widely, it wished to refresh its image and emphasise the range and quality of its products.

Canny created a suite of marketing materials to deliver a shift change in the company’s brand image. This included stand designs for both the Callen-Lenz and Inzpire stands, as well as printed brochures.

Callen-Lenz successfully showcased its new look with a great response from all its stakeholders. This was just step one in the evolution of the brand. See its new website to witness the next stage of change. 

Callen-Lenz

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

Canny Comms has welcomed Helena Holden to the team in the role of Marketing and Communications Delivery Lead. She brings with her a wealth of experience from her previous role as Campaign Manager in the Army Communications Branch. 

With a background in innovation and a focus on communicating the importance of Army modernisation, Helena is well-versed in strategy development and the planning of marketing communications products. Her expertise in the industry promises to elevate the team's capabilities, with a particular knack for building processes that ensure the timely delivery of products. 

Helena's deep understanding of the Ministry of Defence (MOD) and industry partners was honed through her involvement in events like the Army Warfighting Experiment, DSEI, and Defence Cyber Marvel. This experience enables her to grasp the technical nuances of emerging capabilities effortlessly. 

Her contributions to the field have not gone unnoticed. In 2022, Helena was awarded the prestigious title of 'Army Communicator of the Year' and received a commendation for her exceptional work leading the Innovation Campaign from the Deputy Chief of the General Staff. 

Helena's journey began as an officer in the Royal Artillery, where she served as a Command Post Officer during the Iraq war, controlling the fire of a Battery of AS90 guns. This firsthand experience as an end-user provided her with valuable insights into how technology can significantly enhance the lives of soldiers. Over the past five years, she has focused on communicating the benefits of modernisation, spearheading successful communications campaigns around events such as Project Convergence, Army EXPO, and on platforms like Archer, Appache Helicopter (AH64E), and Ajax Armoured Fighting Vehicle. 

Helena’s arrival at Canny Comms marks the continuous growth of the company and the future certainly looks exciting. 

We're so pleased to welcome Helena Holden to the team as our Marketing and Communications Delivery Lead.

Kicking off the new year with a new team member

Canny secured the coveted gold award for 'Best Use of Media Relations' at the Chartered Institute of Public Relations PRide awards. This remarkable accomplishment reflects the outstanding dedication and unwavering commitment of our talented team. 

This award was due to the long-standing work we have done with Sibylline, a global risk consultancy company. Through our efforts, Sibylline has enjoyed widespread international media coverage and has been able to share their expertise on current global events. This award also recognises the team’s hard work in preparing for and carrying out the media engagement we have facilitated.  

This award signifies not just a moment of triumph, but a promise to continue delivering exceptional media relations strategies and solutions. Canny remains committed to providing the highest level of service and innovation to our clients, and we look forward to further opportunities to create lasting impact. 

We extend our heartfelt thanks to the Chartered Institute of Public Relations and, most importantly, to Sibylline Ltd., for their continuous support and trust. Together, we've demonstrated that when excellence meets collaboration, gold becomes the standard. 

Stay tuned for more exciting journeys and accomplishments from Canny!  

We're proud to share that we won 'Best Use of Media Relations' at the CIPR PRide awards.

Canny wins gold!

Our entry, 'a media service: unbiased geopolitical analysis' and was focused on our PR work with our long-standing client Sibylline.

They are an excellent case study of how a concerted, targeted media strategy can result in enhanced media coverage. From comparatively humble beginnings, Sibylline has established itself as one of the leading independent risk analysis firms. They now count many firms in the FTSE 250 and Fortune 500 as their clients, and their growth shows no sign of slowing down.

In 2019, Canny was enlisted to help Sibylline showcase its expertise to the world through PR. Given Canny’s specialism in defence and security, knowledge of the threat environment and the news agenda, we used our well-established relationships with national and international correspondents in the industry to build credible examples of commentary. This, combined with us setting up the systems to provide an expert commentary service for breaking geopolitical news, we quickly gained traction with the wider media.

Sibylline’s geopolitical analysis is now a regular fixture in the UK, and international press. Their CEO, Justin Crump can be routinely seen on BBC News, Sky News, Deutsche Welle and Radio Four's Today program, among many others. It’s not just their CEO either, the sage insights of their regional analysts can frequently be found in such publications such as The Sunday Times, Wired and Barron’s.

We now look forward to the awards ceremony in October and keep our fingers crossed for a win!

Justin Crump, CEO of Sibylline presenting a news bulletin on Sky News

Canny has been shortlisted for the Chartered Insitute of Public Relations 2023 Pride Awards in the category of Best Use of Media Relations.

Defence PR: Canny is shortlisted for a 2023 Pride Award

Olivia comes straight from the University of Nottingham, where she has just earned a first-class MA in international security and terrorism as well as a BA in politics and international relations.  This gives her a solid theoretical understanding of international security issues and an appreciation for the complex geopolitical challenges that our clients often face.

Olivia's master's thesis examined the challenges faced by the Intelligence and Security Committee of Parliament in Britain and explored whether the committee could operate effectively in the coming years. In the course of preparing her dissertation, she had the privilege of working with former members of the committee, gaining valuable experience in handling sensitive data. 

Olivia has always enjoyed a high level of sport, having spent ten years as an elite gymnast and, most recently, winning the national championships with her university's cheerleading team. Through cheerleading, she found a love for communication while managing social channels as the team’s publicity secretary.

Olivia lept at the chance to work for Canny as she'll be able to craft a career that combines her long-standing political interests with her emerging skills in communications. Within the first week of joining us, Olivia started a foundation award in public relations with the Chartered Institute of Public Relations and immediately added value to our varied and interesting client work. 

We are happy to share that Olivia Berringer has joined the Canny team as an account executive.

International security and terrorism graduate joins the team

Wiltshire and Hereford-based communications consultancy, Canny Comms Ltd (Canny) is launching a new digital twinning service in conjunction with Monmouth-based Motion Real Estate Media.

This service was unveiled at the Three Counties Defence and Security Expo taking place at Three Counties Showground in Malvern on Thursday 3rd November. Three Counties is an opportunity for companies within Herefordshire, Worcestershire and Gloucestershire to come together to research and build opportunities within the defence and security industry. It was the obvious event at which to announce this regional partnership.

Motion RE Media specialise in 3D virtual reality, digital twinning and drone technologies. With an already impressive track record in property, aviation and consumer product industries and having worked with the likes of Audi on the launch of the RS5 and bootmakers Fairfax and Favour on a virtual shopping experience. 

By partnering with Canny, a communications and marketing agency which specialises in defence and security, the joint-team will deliver new ways to market and explain complex technology and products which will go on to protect national security. 

The first project the team undertook was to capture a digital twin of the Royal International Air Tattoo chalet line and showground within an interactive map. 

Lindsay Compton, CEO of Canny Comms said, “Often, the challenge with technology adoption is getting people to understand the potential of it and how to trust it. We aim to use our skills in communication and marketing to get great technology into front line hands more quickly. 3D virtual reality is another way of bringing technology to life; ensuring it gets the backing it deserves, whether that’s from an investor or the end user and everyone else in between. Even better that we’ve found the perfect partner just a whisker over the Herefordshire border.”

Harry Ravenhill, Director and co-founder of Motion RE Media said: “We are thrilled to be partnering with another company on our doorstep. To launch our new service at the Three Counties Showground is particularly poignant not just because of our locality, but also because our services were founded in giving farmers, property and landowners a digital view of their buildings and land. A service born in agriculture is now at an agricultural showground to launch into another industry for which the region is so well known.”

“Defence and security is a natural step for us. Where you need to take complex products and emerging technologies to market, you have to work harder to bring concepts to life and capture your audience’s attention. We are seeing more and more companies turning to drone mapping, 360-degree filming and 3D VR technologies to help them do this, now it’s time for defence and security campaigns to do the same. 

Canny partners with a Monmouth-based company to bring digital twinning and 360 imagery to defence and security organisations.

Canny Comms unveils its digital twinning services at the Three Counties Defence and Security Expo

Nanotechnology firm Advanced Material Development (AMD) was looking to accelerate its innovation within defence and security.

Together, they helped us to create a professional image, articulate our business offering, raise awareness of AMD in the defence sector and establish a number of promising collaboration opportunities.  

…[it’s]… highlighted the significant expertise of each of the Canny Comms individuals. That considerable expertise combined enables us to confidently pursue our business goals.

COO of AMD

Richard Lee

Phase one included an analysis of AMD’s current position and development of a strategy covering innovation, BD and marcomms. The resulting strategy included three growth themes: reputation, revenue and IP.  Phase two was a targeted programme with September 2021’s DSEI in the centre to increase the company’s insight and traction in defence, develop useful partnerships, identify future routes to market and secure R&D funding. 

More than 100 new relationships formed, including the CTOs of most of the major primes, as well as relevant SMEs. 

DASA contract worth ~£400k secured in September, adding £8m to the company’s valuation.

A pipeline of opportunities with government and industry.

Coverage with national broadcast and broadsheet outlets and trade, investment and scientific media outlets.

AMD

Challenge

Solution

Success

More case studies

3CDSE

Ploughshare