Campaign Spotlight

Campaign Spotlight: ESET announces new brand positioning: Progress. Protected.

MANILA, PHILIPPINES – ESET, a global leader in digital security, announces its new branding with the tagline ‘Progress. Protected.’. This new brand proposition will be supported with a fully integrated campaign which will be executed throughout 2022. With digital, video, and print advertising, ESET will celebrate progress within technology by spotlighting a number of fascinating thought leaders across a range of fields, who will provide their own inspiring insights on what progress in technology means to them and how it’s helping to change the world for the better.

This new brand positioning was inspired by the insight that while the power of human ideas remains the leading catalyst for the world’s progression today, progress is advanced via the connectivity provided by technology, which needs protecting. Human and technological progress is now more vulnerable than ever to attack, and ESET is positioned to protect the continued advancement of this innovation through the provision of its industry-leading security software and services.

ESET is introducing the concept of Progress. Protected. in a series of high-level brand films shot by Academy Award nominated documentary filmmaker Hubert Davies, in which leaders in science, education, innovation, and space exploration discuss progress from their specialist point of view. These thought leaders’ insights will be brought to life with powerful, bespoke illustrations created by four top-class artists: John Tomac, Jun Cen, Marcellus Hall, and Bruno Mangyoku, and executed through digital advertising.


ESET will celebrate these champions of progress in their own fields, who have been carefully selected by ESET as they show the power of human progress:

  • Chris Hadfield, astronaut, engineer, pilot, and author of four international bestsellers– for his work in promoting technological progress and innovation via collaboration, and his unique perspective on our world. Read more here.
  • Dr. Mimi Ito, cultural anthropologist, Professor in Residence at the Humanities Research Institute at the University of California – for her research into and promotion of youth enablement in technology for a safe and progressive future.
  • Dr. Ayana Elizabeth Johnson, marine biologist, co-founder of the non-profit think tank Urban Ocean Lab, co-founder of the climate initiative The All We Can Save Project and co-creator of the podcast How to Save a Planet – for her work in ocean conservation and raising awareness of climate solutions to secure the future of our planet.
  • Steven Johnson, author of thirteen books focusing on the intersection of science, technology and personal experience, and host of the PBS/BBC series How We Got To Now and Extra Life – for his research into the history of transformative ideas and the role diversity plays in creating the most innovative solutions for the present and future.

“The world continues to move forward at pace. When ESET was founded, the Internet was in its infancy. Now technology is part of everything we do and is central to the continued advancement of our society,” explains Richard Marko, CEO of ESET. “Most of the time, technology does just what it is supposed to, but to ensure continued progress in the digital age, we need someone to question what’s going on in the background. I believe that is an important task for our company, as to protect technology means to protect progress itself.”

“If we imagine for a moment, losing the contributions to our progress and future made by our “Champions” and other everyday heroes, it becomes clear exactly what is at stake. That is why ESET places great importance on the technology, research, and corporate responsibility initiatives that we pursue with our colleagues, customers, partners, and the communities in which we operate,” adds Marko. “Through this new brand positioning, and raising awareness of it through an integrated campaign, we hope to demonstrate ESET’s investment and passion for progress through technology.”

Visit to learn more about the Progress. Protected. campaign.

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