A small but rapidly growing London based consultancy is redefining the conventional meaning of ‘cyber security. With a global reach the network of experts is working with individuals, companies and even governments to change the way their clients think about what security means in the digital world. In the aftermath of the Cambridge Analytic scandal when it was revealed the volume of data that was being shared routinely about people and in the wake of Russian interference in the US elections, the standard practices of Cyber Security needed to change. The Awesome CEO, Sam Tilston, puts it simply; ‘When the attacks change we need to change our defences, otherwise we are fighting and losing the last digital war and not the next one. Sam has twenty plus years-experience in the cyber security space but unusually he also has a background in PR and marketing. It is this combination that put at exactly the right spot to identify the lag between what was happening in the threat environment online and the way first generation cyber security firms were responding. AR saw the connections early and developed a range of responses that they have been implementing for clients over the last year. The key to understanding the new environment is that the forms of attack are to both the information infrastructure of our organisation the email phishing, the malware attacks and the many openings for fraud and theft. All these exist still and still matter. They need, says Sam, a human and a technology approach. But these attack vectors have been joined by fake news, reputation attacks and social media campaigns. These kinds of cyber threats have traditionally been seen as PR issues, marketing challenges or political campaign strategies. The reality is that all of these elements can be part of co-ordinated assaults on people, organisations and even countries. In this situation, a second generation Cyber Security company like Awesome, develops integrated strategies that address all these threats. As Sam puts it, there are three pillars to a contemporary cyber security and reputation management services; 1) Proative Reputation management and security you need to change the digital imprint by developing outputs that are so original, strong and important they swamp the negative feeds that are being pushed out to destroy you. 2) Digital Imprint and Output defence you need walls around all your internal communications that are secure, that means phones as well as PS and Laptops, that means monitoring of all social media to see and understand what is being said and by whom. 3) Offensive Defensive what wait for the bad guys to come and attack your main server or your main social media presence, set up honey traps, spaces that look like you but are actually fake to attract the malware, then trace it back to its origin and write about it. These three pillars then inform the “bespoke strategy,” that Awesome deploys, depending on the type of needs they are working with. However, within this approach, there are universal steps such as: Information is power: active listening to the opinions expressed on the Internet Constant Surveillance: Monitoring the results displayed on Google You are what you post: Building an optimal digital identity Brand Image defines success: Attribution of trust, credibility, and reliability Don’t leave it to chance; Influence marketing management These disciplines from Reputation Management and Marketing are then married to Cybersecurity approaches: • Planning and development of security measures. •Internal or external audits on cybersecurity issues. •Management of team’s responsible for establishing security measures. •Detection and prevention of possible threats or cyber attacks. •Administration and improvements to the security mechanisms used. •Compliance with all regulations related to data protection and storage. Additionally, the company has two extra exclusive services: Election Protection System and National Cyber Security Assessment Platform. The EPS solution was created to eliminate the vulnerabilities of the election systems carried out through the Internet, either in social networking platforms, institutional ecosystems or private sites. In the case of the National Cyber Security Assessment Platform (NCAP), Awesome Resources allows its users to perform searches to determine which industries, institutions, and sectors are at risk or which are the systems within the national territory with a broad spectrum of vulnerability. When the bad guys innovate, it sometimes takes the good guys a while to respond. The integration of these approaches make up a second generation cyber security and reputation management company: https://aresources.wpengine.com .The good guys have caught up.