


The Product
Optiv MXDR refers to "Optiv Managed Extended Detection and Response," which is a cybersecurity service offered by Optiv Security that provides advanced threat detection and response capabilities, essentially acting as an extension of a company's security team by monitoring and responding to potential cyber threats across various systems and networks, utilizing both automated technology and expert human analysis.
The Challenge
Optiv faced the challenge of launching its Managed XDR (MXDR) product and positioning it as the leading end-to-end cybersecurity services provider in both strategy and program management. The launch needed to resonate with both existing customers and cold prospects, highlighting the product's unique value and comprehensive capabilities in the competitive cybersecurity market.
The Strategy
Optiv’s "Clarity" campaign employed a strategic mix of targeted content and digital outreach to emphasize its unique ability to provide a 360-degree view of an organization’s cybersecurity ecosystem. The campaign featured specialized landing pages tailored to different industries, ensuring relevance and resonance with diverse audiences. Thought-leadership articles established Optiv as a trusted authority on cybersecurity, while a curated series of field guides offered practical insights on specific topics, empowering decision-makers with actionable knowledge. Paid LinkedIn campaigns amplified this content, precisely targeting key personas to drive engagement and conversions. This multifaceted approach ensured that Optiv not only captured attention but also provided meaningful resources that aligned with its core messaging of clarity and expertise.
The Strategy
Optiv’s "Clarity" campaign employed a strategic mix of targeted content and digital outreach to emphasize its unique ability to provide a 360-degree view of an organization’s cybersecurity ecosystem. The campaign featured specialized landing pages tailored to different industries, ensuring relevance and resonance with diverse audiences. Thought-leadership articles established Optiv as a trusted authority on cybersecurity, while a curated series of field guides offered practical insights on specific topics, empowering decision-makers with actionable knowledge. Paid LinkedIn campaigns amplified this content, precisely targeting key personas to drive engagement and conversions. This multifaceted approach ensured that Optiv not only captured attention but also provided meaningful resources that aligned with its core messaging of clarity and expertise.

The Creative
The "Clarity" concept powerfully illustrates how Optiv provides a 360-degree view of your entire cybersecurity ecosystem, cutting through the complexity of cyberspace, which surrounds us everywhere. The creative design—a foggy mountain with the word Clarity bold and striking—reveals a bright and sunny version of the same scene within the letters, symbolizing Optiv’s ability to bring focus and insight to what others may find obscure. This metaphor underscores Optiv’s role in transforming uncertainty into actionable clarity, empowering organizations to navigate their digital landscapes with confidence and precision.





Client: Optiv
My Role: Writer, Strategy
Art Director: Phil M.
ACD: Pete F.