Why media presence is critical to success in the defence market

Visibility as a strategic resource in the defence sector

Visibility is decisive in the defence sector—not as a decorative add-on, but as a strategic resource.

Anyone looking to convince procurement officials, political decision-makers, military requirement owners or industry partners today must first be present in their minds. This is not only due to the complexity of the markets, but also to a perception landscape that largely determines who is regarded as legitimate, capable and relevant to security policy. The studies presented here demonstrate this very clearly.

The communications deficit in the defence industry

Although the defence industry describes itself as innovative, competitive and indispensable to security policy, it is simultaneously perceived as closed, opaque and publicly misunderstood—78% of companies see a communications deficit, and 87% observe almost exclusively critical reporting. The result: the industry’s image is shaped not by technology or operational reality, but by media projections and political interjections, which in turn restrict companies’ room for manoeuvre (Perception of defence technology and armaments in the Federal Republic of Germany, Prof. Dr F. Beitzinger, 2018).

Turning point and resilience economy: visibility as a system prerequisite

At the same time, the Zeitenwende is clearly shifting the balance. The concept of a “resilience economy” makes it evident that security, economic performance and political capacity to act are inextricably linked. Germany needs industrial capacity, societal support and political clarity to remain capable of defence. Technical excellence alone is not enough—it must be explained, made visible and embedded in public discourse. The literature clearly shows: resilience does not arise solely from production lines or supply chains, but also from politics, industry and society developing a shared understanding of security-policy necessities. Visibility is a fundamental prerequisite for precisely this (Defence needs a resilience economy, Dr H. C. Atzpodien, BDSV).

Why media campaigns determine contract awards

Against this backdrop, it becomes clear why media campaigns in the defence sector determine contract awards. They create visibility in a market shaped not by consumers, but by political steering. Procurement processes, budget negotiations and industrial-policy decisions depend heavily on which companies are perceived as competent, reliable, operationally relevant and innovation-leading. If only a few prominent players dominate the public image, others must actively push into this perception space to establish relevance. Visibility is therefore not marketing—it is part of the security-policy value chain.

ZANATTA. DEFENCE and Quantum Systems: visibility in practice

This year’s (2025) campaigns by ZANATTA. DEFENCE with Quantum Systems in Berlin and London exemplify how companies use this logic strategically. During the coalition negotiations, communication was targeted specifically at those who decide on defence budgets, industrial-policy guardrails and military procurement priorities. The cross-media presence in the political centre, supported by ZANATTA. DEFENCE, not only established reach but also sent a clear signal: the company understands its technological role, its security-policy responsibility and the need for open dialogue.

In doing so, the campaign meets precisely those criteria that the studies identify as decisive: transparency instead of closedness, visible partnership with the Bundeswehr and allies, education about security-policy contributions, and alignment with political narratives such as resilience, capability development and European defence readiness. It shows that visibility is not a superficial communications impulse, but a prerequisite for being perceived as a relevant security-policy actor.

Conclusion: visibility as part of defence readiness

In conclusion, it can be stated: in a highly regulated, politicised market, visibility is the lever that determines whether a company is merely a supplier—or a strategic partner. The defence industry operates in an environment in which perception determines success or failure just as much as technical performance data. If you are not visible, you do not exist. And if you do not exist, you do not win contracts. In the Zeitenwende, more than ever, the following applies: visibility is part of defence readiness.