AWARDS 2013, CATEGORY 21: Earnest for Kaspersky Lab

October 21, 2013

Shortlist best B2B product launch campaign: ‘See it. Control it. Protect it. With Kaspersky, now you can’

Product management is in danger of becoming a bit of a lost art in B2B, which is a shame – as its there to connect genuine customer needs with R&D. At Kaspersky, customer needs really do drive product development.

And Kaspersky Endpoint Security for Business (KESB) is a great example of a product that solves customer painpoints and issues: some the customers realise, some they don’t.

So it was a real privilege to be chosen as the agency tolaunch KESB to a worldwide market, and a task that we took seriously. After all, KESB wouldn’t just be a game changing product for customers, it would revolutionise Kaspersky’s own B2B marketing.

This is the story of Kaspersky’s biggest global product launch in its history.