Case study · Newsjack · Civo
Thirteen stories before Ofcom reported. Then a live interview on the Today programme.
The UK cloud sector had waited six months for Ofcom's final report on the market, and every stakeholder wanted a say. The team offered journalists something distinct: Civo as the smaller provider taking on the hyperscalers, pitched well ahead of the report and followed up by phone the morning it landed.
14pieces of coverage around the Ofcom report
5national news outlets among them
13pieces from commentary in the run-up
The coverage
BBC Radio 4 · Today programme
Live broadcast interview on the day of the report
What happened
From interim findings to the final report
- Apr 2023Ofcom's interim report criticises hyperscaler billing practices
- Run-upCivo is pitched to journalists who covered the interim findings, with a view on every outcome
- Run-upCommentary lands 13 pieces, including TechCrunch, The Guardian and the Daily Mail
- Report dayAn early start phoning newsrooms to get ahead of the news cycle
- Report dayLive broadcast interview on BBC Radio 4's Today programme
Timed to the news
A market study with consequences
Ofcom's interim findings criticised the hyperscalers for limiting competition through their billing practices. The final report would decide whether AWS, Google Cloud and Azure were referred to the Competition and Markets Authority.
A view on every outcome
Before the report, the team pitched Civo to journalists who had covered the interim findings and Big Tech competition. That commentary produced 13 pieces, including TechCrunch, The Guardian, the Daily Mail, This Is Money, Yahoo News and The Register.
Ahead of the deadlines
The team started early on the morning the news broke, phoning newsrooms and journalists working to tight deadlines. The result was a live interview on BBC Radio 4's Today programme.
Who ran it
Senior people, close to the work.
The Resonance senior team planned and ran this programme, from the first conversation about what the market needed to believe to the last piece of coverage.