Pivotal: Launching in the UK


With one eye on IPO, Pivotal began amplifying its communications programme in 2016, aiming to increase awareness of how incumbent enterprises can work with Pivotal to fight back and level the playing field with the disruptors who are taking on established sectors like banking, automotive and retail. We were tasked with launching Pivotal breaking into the UK market & ran a sustained PR and Public Affairs integrated programme over several years, culminating in national business coverage of its recent IPO.


A major part of this was activating a comms programme in EMEA, which included a particular focus on PR and Public affairs activity in the UK. Because of Pivotal’s significant commitment to the UK, its Silicon Valley swagger and also its clear voice on the digital disruption narrative, we have been able to achieve significant results. These include:

  • Launching Pivotal into the UK: Pivotal was one of the largest technology start-ups to choose the UK as the centre for its European operations. Through integrated public affairs and public relations activity, we positioned the launch around the investment of ~£100m in Tech City. Brands2Life secured an invitation for Pivotal’s CEO to speak alongside PM David Cameron, to mark the third anniversary of Tech City and ran a press conference for national and trade media.
  • Pivotal’s office expansion in London: With value increased to $2.8bn, Pivotal invested nearly £100M to expand operations in London. We made a highly visible news hook out of the move, using the investment number, high-profile customers such as Sainsbury’s and VW, and aligned with the Government’s agendas on digital skills, inward investment, and supporting the tech economy. We launched at a media, CEO, customer and Government roundtable, including national media and Matt Hancock, Minister of State for Digital & Culture.
  • Lunch and learn sessions: With the aim of increasing understanding of how Pivotal can rebuild businesses around software, we used high-profile Pivotal customers, such as Lily Cole and Sainsbury’s to tell their story in ‘Lunch and Learn’ sessions. National, lifestyle and trade media were invited, as well as developers and tech students.

In addition to these spikes of activity, we have run the press office, which included the Silicon Valley State of Mind’ thought leadership programme.


The success of all this work has seen our brief increase year on year and Pivotal Software raised $555 million from its IPO.

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