The battleground for multi-billion dollar defence contracts building high-speed weapons, armoured vehicles and submarines was once a classified world. But over the past decade, something curious has happened: Defence contractors increasingly need to build brand campaigns and need to reach very public audiences to do so. Two very big and expensive projects over the past decade – the now shelved French submarines contract and the ‘future frigates’ project – illustrate the change. Former BAE Systems exec and Chandran Thinc founder Chandran Vigneswaran and Tory Shepherd, a journalist at The Guardian, explore how recent bids have lured top marketers, and leveraged social media, journalists and mainstream ads to reach the right audiences.

The battleground for multi-billion dollar defence contracts building high-speed weapons, armoured vehicles and submarines was once a classified world. But over the past decade, something curious has happened: Defence contractors increasingly need to build brand campaigns and need to reach very public audiences to do so. Two very big and expensive projects over the past decade &ndash; the now shelved French submarines contract and the &lsquo;future frigates&rsquo; project &ndash; illustrate the change. Former BAE Systems exec and Chandran Thinc founder Chandran Vigneswaran and Tory Shepherd, a journalist at The Guardian, explore how recent bids have lured top marketers, and leveraged social media, journalists and mainstream ads to reach the right audiences.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

High speed weapons, subs and warships: Once-secretive defence industry turns to marketing - consumer, B2B, brand, voters and government - to win lucrative contracts. What changed?

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