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 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

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

Andrea joins us from WorldRemit, where she served as EMEA PR Manager, orchestrating comprehensive PR and marketing strategies across multiple markets. Her impressive career spans roles at prestigious agencies including Edelman and Smithfield, complemented by in-house positions at major payment and fintech organisations.

Her expertise encompasses strategic communications, social media campaigns, crisis management, executive profiling, and content creation. As PR and Marketing Manager, Andrea will lead client campaigns and communications objectives, bringing her wealth of experience to our growing client base.

Andrea takes the reins from Helen Massey, our interim account manager, who provided invaluable support during a critical growth period. We extend our warmest thanks to Helen for her dedicated service and wish her every success in her new employee welfare role at Pinnacle.

We're delighted to announce Andrea as a new PR and marketing manager, bringing extensive communications expertise from leading agencies and global fintech companies.

Canny welcomes new manager

Sophie joins us from Inzpire, where she excelled at translating complex technical concepts into engaging visual communications whilst adhering to strict security protocols. Her experience in the defence sector, combined with her ability to work within precise brand guidelines, makes her an ideal addition to our team.

With a diverse background spanning marketing agencies, in-house design studios and freelance work, Sophie brings proven expertise in creating thoughtful, targeted designs that resonate with specific audiences. Her experience ranges from supporting established brands to helping start-ups develop their visual identity.

Sophie's appointment strengthens our ability to deliver compelling visual communications for our defence and security clients.

We're delighted to welcome Sophie Croft to the Canny team as our new graphic designer, bringing over a decade of creative expertise to our defence and security communications work.

We welcome a new graphic designer

Global geopolitical risk and intelligence firm Sibylline had many of the Fortune 500 and FTSE 250 companies on its client list, yet CEO Justin Crump described his company as the industry’s “best kept secret”. Justin asked Canny to change that. 

The aim was to double its revenue from its existing customer type (chief security officers (CSOs) in large corporates) and introduce Sibylline’s capabilities to the rest of the c-suite.

Canny determinedly pursued a vast number of media leads, pitching to publications that aligned with Sibylline’s business objectives.

Through the exhaustive efforts of Canny, our team of expert analysts received excellent coverage in outlets including Forbes, Wired, Barron’s and The Sunday Times.

Head of Marketing and Communications, Sibylline

Millie Martin

Given Sibylline had a team of expert analysts, all providing unbiased analysis to clients on geopolitical issues every minute of every day, the approach centred on turning this into a ‘service’ for the media to secure regular high-calibre coverage. 

We started by working with the chosen spokespeople to provide media training and develop compelling pitches based on their expertise and the news agenda. Next, we worked with the in-house team to ensure a robust process was in place for handling media enquiries quickly and smoothly. 

Our challenge was proving the credibility of their spokespeople. To achieve this, we constructed a series of short media-only virtual roundtables with Sibylline’s experts, running ahead of the news agenda to provide forecast insight. 

Media relations: a PR service for the media

Canny started working with Sibylline in 2020. Here is a snapshot of coverage between May 2022 and mid-May 2023. In this period, we secured 488 pieces of UK and US national and international business coverage. Examples of the coverage, all including unbiased analysis and brand mentions:

42 interviews and expert appearances on BBC News

35 comments in The Times (print and online)   and three interviews on Times Radio 

13 interviews on the BBC Radio 4 Today programme   

4 interviews and expert appearances on the BBC   World Service

In May 2022 alone, the audience reach of coverage was well over 1.569bn. LinkedIn followers increased by 48% (3,702) and average engagement rate rose from 4.72% to 5.18%, with some posts topping 81 reactions and 423 clicks. 

The results of this coverage have led to significant brand recognition; when the sales team now make ‘cold calls’ to prospective clients, the contacts have heard of Sibylline and want to know more. The company has grown to five times its size, from 100 to 500 employees, and has accrued £50m in revenue in the last 12 months and continues to receive daily requests for comment.

Sibylline

Challenge

Solution

Success

More case studies

3CDSE

Ploughshare