ThoughtWorks is a global IT consultancy focused on helping companies master the digital transformation journey. The company provides counsel on complex IT projects and tailored software development, working with agile methods. Headquartered in Chicago (USA), ThoughtWorks has offices around the world to locally cater to its growing customer base.
Shortly after ThoughtWorks entered the German market, the company commissioned the agency to driving awareness of the brand, with the goal of reaching both potential clients and prospective talent. Our teams in the U.S. and the UK had already been working for ThoughtWorks, which allowed for synergies globally.
We conducted proactive media outreach on an ongoing basis, introducing ThoughtWorks to key trade and business press. The team used the brand’s Technology Radar, a twice-yearly report that discusses trends in technology and software development, as a great news hook to engage in media conversations. Moreover, we pitched byline articles written by ThoughtWorks experts to the media, building up a content pipeline that led to continuous coverage.
After establishing ThoughtWorks in trade press for the first six months, the agency elevated media conversations to business press by arranging interviews with C-level executives. We also pitched customer case studies to vertical media and arranged joint interviews with ThoughtWorks and some of their key clients such as Otto Group, Metro and Daimler.
With this approach, we created visibility for ThoughtWorks in business, IT trade and vertical media and positioned the company as a thought leader on technology and software development trends. Almost 100 pieces of coverage appeared, with a reach of 60 million. ThoughtWorks executives have featured in business press outlets such as Sueddeutsche Zeitung and Handelsblatt. Bylined articles and expert comments by ThoughtWorks employees are regularly published by IT trade media such as heise, Dev-Insider, entwickler, CloudComputing-Insider, Business Technology and Computerwoche. ThoughtWorks customer cases featured in vertical media such as Lebensmittelzeitung, eCommerce Magazin and Retail Technology. Coverage served as quality content to be shared through ThoughtWorks social media channels, leading to an increase in follower numbers. Journalists also now turn to ThoughtWorks for expert comment