Google wins with intelligent events

Google and agency BrandFuel stole the limelight at this year's C&IT Awards. But what makes the tech titan's events so innovative?

Always at the forefront of innovation, Google's event programme is as cutting edge as its product portfolio.

To read about Google's award-winning events, click here:

Case Study: Google Create

Case Study: OK Google

Its flagship Zeitgeist event is renowned. The invitation-only annual London conference mixes politicians, media influencers, royalty and celebrities with top Google execs. Last year, Zeitgeist picked up two awards from C&IT for agency BrandFuel - IT & Telecoms Event of the Year and Business & Finance Event of the Year.

And at this year's C&IT Awards, the Google and Brandfuel partnership was back in the spotlight, with the agency picking up four awards: the Grand Prix; Best Event Solution to a Business Challenge (for its Ok Google event); UK Conference or Congress of the Year; and IT & Telecoms Event of the Year (for Google Create).

Amy Brown, head of events, Google EMEA, says: "Both events were for a very different audience. Google Create was B2B and aimed at chief marketing officers (CMOs).

We kept a creative lens on everything, from the content to how we structured the dinners.

"Ok Google was aimed at the press. They go to a lot of similar events and just sit there and get briefed. The key element to the event was 'show, don't tell' - they needed to experience the product but in a creative way. It was our second time delivering this event so we wanted to make it really different."

Brown says the brand reassesses its events programme every year to make sure it continues to provide value and serve the right purpose for both B2B and B2C customers. "Events evolve. For example, we did Zeitgeist very differently this year, which involved a big change in structure and style, making it feel more informal. Every time we have an event debrief there is no sacred cow," she says.

"We introduce new things as well. The next iteration of Ok Google won't be quite the same. In fact, it might be unrecognisable. The starting point for us is how can we do things differently and what is the need for the event? We consistently take feedback and it is always about what our customers need."


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