Google is trying to position itself as a platform for creative content and advertising, and it is bringing its Brand Labs program to Australia to help educate brands and marketers on how to better use its digital platforms to connect with people.
Google wants brands and agencies to see it as a strategic brand building partner, not just as a digital advertising and SEO platform.
Speaking to AdNews at Cannes last month Roberta McDonald, Google Australia’s head of creative agency engagement, said working with Optus on Clever Buoys is the "first showcase" of how Google can help business drive innovation through their brands.
It is currently reaching out to brands to get its message across. Google runs Brand Labs several times a year where it takes clients and agency partners on a trip to Silicone Valley in the US for an "immersive workshop" process that takes them out of the day-to-day to focus on a business challenge can be solved with digital, she said.
Because it "obviously can't take everyone to the US" Google is "bringing that thinking" to the Australian market with a series of events and workshops for agencies and clients. The first of which was held in May.
The idea is to help brands and marketers be more creative across Google's digital platforms and not just think about Google in terms of SEO. It will help brands think about developing creative content for YouTube, not just placing ads on it.
"It's not going to be a one size fits all formula for every brand, our role will be different based on the project but we’re working and having a lot of conversations with clients because they need to drive the change," said McDonald.
Google describes its BrandLabs program as a “customer experience centre dedicated to evangelising the art and science of brand building through hands-on, interactive workshops with marketers” in a current job ad for a product lead in the US.
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