Published by Sue Johns-Chapman
Published Date 13.05.2025 
Eleven Hundred Agency is absolutely buzzing to be shortlisted for the UK Content & PR Awards’ Technology Campaign of the Year for our work with client Fivetran. It’s a great illustration of how a long-term client-agency relationship pays dividends, especially for B2B tech brands with a complicated story to tell.
Fivetran is the global leader in automated data movement; it helps companies like Spotify, JetBlue, and OpenAI centralise data from Software-as-a-Service applications, databases, files, and other sources into the cloud, so they can make faster and better business decisions. In 2020, when it was still in the early days of establishing its operations in Europe, Fivetran recognised it needed a nimble, specialist B2B PR partner to help them make an instant impact.
Enter Eleven Hundred Agency.
From day one, our goal was simple: position Fivetran as the de facto leader in data movement across European markets. Doing that in a competitive, noisy space required creativity and consistency.
We’ve been working closely with the Fivetran team ever since, developing a high-impact earned media programme that delivers serious results. In 2024, that work hit new heights. We set bold KPIs – including 100+ pieces of earned coverage, 20+ customer placements, and a profile interview for the CEO in a tier-one tech title. We didn’t just meet these goals – we surpassed them.
Here’s how:
Making the invisible, visible
Fivetran’s technology operates behind the scenes and “just works,” as many of its customers put it. That’s great for user experience, but challenging for PR. Our approach was to shift the narrative: Fivetran isn’t just a silent hero – it’s the infrastructure enabling AI, machine learning, and major digital transformation programmes. We also anchored Fivetran in wider industry conversations about data privacy and the true cost of poor integration.
Customer advocacy
We introduced a customer advocacy programme, working closely with Fivetran’s marketing and comms teams to secure six local customer stories – a huge leap on the previous year. These included names like Deliveroo, Kingfisher, and Intercom. Together, those stories generated 56 pieces of coverage – nearly triple the original goal.
Data-driven headlines
In a year where everyone was talking about AI, we knew Fivetran needed to say something meaningful. We commissioned and project-managed a global survey with a specialist B2B tech research company. The results were striking – companies are losing six percent of revenue annually on AI projects due to poor data integration. We turned that into media gold, securing 13 pieces of coverage, multiple interviews, and new thought leadership opportunities.
Placing senior execs in the spotlight
The 2024 campaign peaked in October, when we secured a profile interview for Fivetran’s CEO with The Register – one of the UK’s most influential tech publications and a key target for the brand. This was a landmark achievement and a moment that tied together the year’s messaging: customer advocacy, visionary leadership, and technical excellence.
By the end of the year, we delivered 145 pieces of high-quality, earned coverage. No advertising, no shortcuts – just strong messaging, strategic storytelling, and a brilliant partnership.
Being shortlisted is an honour. But more than that, it reflects the kind of work we love doing: putting exceptional technology companies on the map.
We can’t wait to celebrate with all the brilliant nominees on 10 June.
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