How do you take a company known for backup and recovery services and turn it into a leader in cyber resilience? That was the challenge Rubrik faced as it prepared for a landmark IPO. 

Despite its strong technology credentials and innovation, Rubrik was associated with traditional backup services. Meanwhile, the market was saturated with fear-driven stories about cyber threats and breaches. Everyone was talking about damage. So, we asked a different question: to demonstrate leadership, what if Rubrik owned the conversation?

We rebuilt Rubrik’s narrative from the ground up, shifting focus from risk to strength. Then, we went all in on a media-first strategy. 

We introduced Rubrik to national journalists, forging relationships that mattered. Our proactive press office worked at full throttle, responding to breaking news in healthcare and finance – two sectors that are data-heavy and under constant attack. We landed timely commentary and leveraged Rubrik Zero Labs insights to secure in-depth features. 

While competitors focused on threats, Rubrik spoke about resilience. We maximised executive team insights and positioned Rubrik as a trusted voice in cyber defence. 

The results

• £752M IPO as the first cybersecurity vendor to go public on the NYSE in over two years 
• Front-page coverage in BBC, Financial Times and The Times 
• 51 national media hits in six months 
• 24% Share of Voice and two broadcast interviews
• Consistent momentum with 12 articles a month and 10 national hits annually over three years 

Rubrik’s journey was one of reinvention, turning the brand into a leader in the press and paving the way for a history-making IPO.