Cybersecurity Without Fear: “It’s Possible” Wins Gold at The Drum B2B Awards
Okta’s “It’s Possible. It’s Okta.” campaign, activated with MX, won Gold in the Go To Market – Integrated Campaign $2.5m+ category at The Drum’s B2B Awards 2026.
The Drum B2B Awards are presented by The Drum as part of B2B WorldFest. They recognize the boldest, most effective B2B marketing from around the world, and judges score entries on originality, quality of execution, strategic clarity and evidenced impact.
This recognition belongs to a client who was willing to break from the category. The campaign replaced fear with optimism and introduced a character like Jenny, approachable and witty. The Drum’s judges saw what the market already proved: plain English and a little wit, and strategic media placement can outperform a much bigger budget.
For years, cybersecurity marketing relied on hooded hackers, ominous warnings and impenetrable jargon. “It’s Possible” went the other way. It recast identity as a springboard rather than a barrier, and it introduced Jenny, a warm, witty character who speaks to business leaders in plain English. Her voice carried across film, out-of-home, digital, audio and a McLaren Formula 1 partnership.
MX extended Okta’s reach beyond traditional B2B channels, using an innovative Desk-to-Door hypertargeting approach to connect with decision-makers both at work and at home.
Okta was going up against technology giants like Microsoft, IBM and Amazon; Microsoft alone outspent Okta roughly 29 to 1.
“It’s Possible” Results:
→ No. 1 in unaided identity awareness
→ Qualified leads doubled
→ Inquiries rose more than twofold
→ 152 million impressions; CPM down
→ A 2026 Silver Effie in the David & Goliath category
About The Drum B2B Awards
The Drum B2B Awards are the centerpiece of The Drum’s B2B World Fest. They celebrate excellence in strategy, creativity and effectiveness across the global B2B marketing industry. Winners for 2026 were announced at the awards shows on November 9–10, 2026.
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