60 seconds with... Google's Amy Brown

At Corporate Forum last week (25-26 February) C&IT caught up with Google's head of events, Amy Brown, to talk about the latest developments in tech sector events.

Google's Amy Brown
Google's Amy Brown

What defined 2015 for your sector?

One of the things that’s revolutionised the events industry at Google is free online content. We’ve created such a demand that for every Google I/O event, we have 6,000 people queuing to get into the conference room, which holds 2,000. Everyone else will go into overflow but they still come. It’s all being live streamed but the demand proves that even in a world of tech, where everyone is glued to their screens, these live events are still important and people still want to attend.

What is the biggest challenge for the sector?

The big challenge in the tech sector is just keeping up. People have an expectation that you’re going to have the latest and greatest. They want to come to events and see the future - they want to be impressed. But at the same time I think we need to put things in perspective and not use tech for tech’s sake.

What are the new opportunities for the sector?

I don’t think there’s necessarily that many new opportunities, it’s just about re-evaluating, particularly the role of events. Tech brands really need to maintain that human touch. Otherwise it’s just a screen experience and we need to be careful to move away from that. That’s a continuing growth opportunity for us. We need to talk to customers and suppliers and engage with them to understand their point of view.  The thing about our industry is that it creates so much change in other sectors. 

More:

Corporate profile: Amy Brown, head of events 

Restrictions no barrier to creativity, says Google

Google wins with intelligent events

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Ruby Hotels' first UK property to open in Southbank in 2020

Ruby Hotels' first UK property to open in Southbank in 2020

The carnival-themed Ruby Lucy will bring 'lean luxury' to London in January and have a Marshall guitar amp in every room.

Five ways ICC Belfast and the wider city is mastering sustainability.

In pictures: 10 ideas for events in Scotland

In pictures: 10 ideas for events in Scotland

Luxurious castle hotels, modern event complexes and the real Hogwarts Express make Scotland a top MICE destination.

How to protect your events from destination boycotts

How to protect your events from destination boycotts

Panel of experts at IMEX America offer five contingency tips for event organisers planning global meetings in volatile times.

Freeman gets new EMEA leadership

Freeman gets new EMEA leadership

Brand experience agency appoints new managing director to be based in its London office.

5 trends shaping the future of business events

5 trends shaping the future of business events

What do delegates want from their events? Top tips from IMEX America for the future-focused planner.

How 'happy accidents' can lead to great experiences

How 'happy accidents' can lead to great experiences

At IMEX America, a comedy improv group revealed their trick to keep you creative and help you solve event planning problems.

European meeting spend expected to rise 2.1% despite 'Brexit instability'

European meeting spend expected to rise 2.1% despite 'Brexit instability'

American Express Meetings & Events 2020 Forecast also finds number of incentives increasing in North America.

Who are the challenger event agencies of 2019?

Who are the challenger event agencies of 2019?

A look at the agencies that didn't make the Top 50 but are doing great things in the world of events.

Case study: Samsung Galaxy Note10 launch

Case study: Samsung Galaxy Note10 launch

INVNT worked with Samsung to produce the high-tech UNPACKED 2019 at the Barclays Center in New York.

LATEST JOBS