As one of the FANGs (Facebook, Amazon, Netflix and Google) that increasingly shape the way we live and work, Google is among the most valuable brands in the world.
While it’s well known for its prowess in areas such as search engines, driverless cars and wearable technologies, other parts of Google’s business empire have a lower profile. Among these is Google Cloud, a suite of cloud-computing services that runs on the infrastructure that Google uses for products such as Google Search and YouTube.
Finding itself placed third in the market – an unusual position for Google – the priorities were to raise awareness of Google Cloud, build trust in the brand and start conversations with senior IT decision-makers.
The AEM process
We needed to create the perfect platform to place Google Cloud and its product benefits in front of senior technology leaders. We looked at how we could best utilise the scale of The Times audience and the strength and convening power of The Times to bring together leaders across government, business and industry bodies. We wanted to create a forum where Google Cloud would connect with leaders in technology, and which was designed to inform and inspire fresh thinking on the future of digital enterprise and business transformation.
To put Google Cloud at the heart of the big questions in tech, it partnered with The Times and The Sunday Times to host a Tech Summit for leaders in technology at the News UK headquarters in central London. An invitation-only event, the Tech Summit provided a forum for 140 business innovators to connect and share experiences. CIOs, CTOs and senior innovation executives, all technology leaders setting the pace and direction of their companies, brought an unprecedented depth of knowledge to the event.
The agenda for the Tech Summit was informed by the latest insights and research undertaken by The Times in collaboration with Google Cloud. The aim was to encourage debate on the technology issues of the day, from the pressing concerns of cyber security post GDPR to how businesses face up to strategic technology challenges. The longer-term impact of an ageing population on the economy and the workplace was among the other topics that engaged the audience’s attention.
The Times and The Sunday Times Tech Summit featured speakers representing established brands and emerging businesses, all united by the desire to solve pressing business and economic challenges. An audience of the UK’s most prominent tech leaders heard from Christina Scott, chief technology officer, News UK; Ciaran Martin, the head of the National Cyber Security Centre; Matt Hancock, the secretary of state for digital, culture, media and sport; and Jamie Bartlett, director of the Centre for the Analysis of Social Media.
To highlight the profile of the Tech Summit, we created a content campaign across The Times and The Sunday Times looking at how advances in technology are improving efficiency at businesses in the UK. To reinforce the perception of Google Cloud as a leading provider of cloud solutions, we used a series of case studies about companies that had already adopted Google Cloud with huge success. This helped us to showcase its multiple benefits to our audience of senior technology and business leaders, and to our wider readership.
- 70% Times readers had high awareness of Tech Summit supported by Google Cloud
- 1.9m social reach across Linkedin, Twitter and Facebook
- 97% 2017 delegates want to attend the Tech Summit in 2018