McAfee's Bold Rebrand for a New Generation Wins Award

McAfee and PMG won a Platinum statuette at this year’s MarCom Awards, which honors excellence in marketing and communication, in the Integrated Marketing category. The judges gave top marks for the brand’s “McAfee+ is Like…” campaign, which aimed at repositioning McAfee for a new generation.

The campaign successfully used creative analogies to make McAfee+’s comprehensive digital protection features—which are technically complex—relatable through illustrations like scam protection with a lie detector test and VPN benefits with the concept of invisibility. PMG’s digital media strategy enabled McAfee to meet its target audience in ways that were authentic and engaging based on their digital habits; the media plan leveraged Connected TV (CTV), online video, social media, streaming audio, and podcasts.

For more information about the campaign, read the case study here.

Since its inception in 2004, the MarCom Awards has evolved into one of the largest, most respected creative competitions in the world. Each year, about 6,500 print and digital entries are submitted from dozens of countries.