Partners Blog
What's new @ Google? Tips and tools for agencies
Unleash your creativity
Wednesday, December 19, 2018
Reading time: 5 minutes
In a world of superheroes, creativity is a real human superpower. Everybody has it. It doesn’t just live within certain types of people within an agency. We all have creative potential. But as we feel safer and more comfortable, we run the risk of losing that creative spark as life becomes associated with routine and order.
So is there a way to get back into your creative self? What methods from business, innovation or anywhere else are there to help you tap into that wellspring of positive ideas?
We sat down with Doctor Frederik Pferdt, Google’s Chief Innovation Evangelist, for the
Google Partners Podcast
episode 31, and he offered some fascinating insights (and tips) on how to answer some of those questions. During the discussion, he offers his thoughts on how adults can rekindle some of the creative fire they had as children, and other key takeaways to spark innovation at every level.
Ask questions
According to Doctor Pferdt it’s not only about ideas, but also about asking the right questions, finding good problems and therefore developing a healthy disregard for the impossible. Find a “what if” and a “why”.
As author and marketing guru, Simon Sinek
recommends
that you see if you can reframe the problem by getting to its roots. “Start with a Why.” Why do you normally approach a certain challenge from the angle you do, and why not step away from the issue and take a completely new perspective? Try something new. Get into a room, fill a wall or even two with post-it notes: what connections can you make and what new associations can you find, when you are free to consider them?
Break routines
Every human being is looking for routines. They give us safety, security and save our brains energy. They make us feel good. That said, routines sometimes only help us to perform to our average level or below. Like putting your smartphone into ‘Low Power’ mode, some of the more complicated applications won’t work. To free us from the shackles of everyday thinking, it can be necessary to break those routines. Go and walk a mile, go check out a local gallery. Or even, as Jan Chozen Bay suggests in Mindfulness on the Go, pause and take a breath every time you walk through a door
2
. You can also make a list of your routines and they see if any of them are worth breaking (just as some will be worth holding onto).
Two modes for thinkers
As Doctor Pferdt mentions, it’s helpful to consider different approaches to thinking. According to him, there are two kinds of thinking: Divergent thinking powers the imagination, so it’s used for generating new possibilities and combining new thoughts. Convergent thinking powers your judgment, when you’re making decisions it’s how you evaluate and it’s the mode you use when you’re testing something or criticizing.
Allow yourself to recognize which of the two modes you are using. For example, try to think divergently when considering your methods or plans, so that you can embrace new possibilities. Give your ideas a chance to breathe before you start to criticize (and think convergently). One practical example writers use: if you have a speech or memo to deliver, try writing it out with a pen and paper before you type it out, and don’t stop to edit yourself. Let the words flow first and come back to edit later.
You’ll find the shape of your ideas, which you can then come back to and refine with your critical eye later.
Challenge assumptions
Why is it that way, why can’t it be different? New, radical solutions mostly emerge outside of our comfort zone. Constraints should be welcomed as an opportunity. Consider early users of Twitter. Writing a coherent message in just 140 characters (as it used to be) seemed a crazy challenge. But the constraint became creative fuel to millions of messages and new ways of communicating in shorthand. Just as the rigid structures of the meter, rhyme, and theatrical convention were subverted by William Shakespeare - even as he adhered to them.
From the Elizabethans to the present day, forms of convention and modes of communication move forward inexorably. The most successful thinkers and doers have to be ready to learn new ways and keep themselves learning, so they can stay in touch.
Build innovation into your daily routine
When you consider the pace of change in technology, it makes sense to include ‘innovator’ in your job description, in both your actions and attitude. What can you learn and take on in your thinking that will prepare you for the changes to come?
Doctor Pferdt recommends adopting what researcher Carol Dweck calls a “growth mindset” (the idea that we can grow our brain's capacity to learn and to solve problems), which can start a virtuous cycle whereby believing you can improve, you actually improve. There is also a sense that having an open mind to new ways of working will not just be crucial in 2019 but might also be the key to agency success in the future. Scott Harrison, founder of The Boom! has this to say on learning at work and the importance of a certain kind of versatility.
1
In the end, the challenge comes back to us all. How do you change your everyday approach to get creative?
Watch the video below and tune in to the
Google Partners Podcast
to find out more; and let us know your thoughts on
Twitter
.
1
Kapow! how you can hack, teach, make and steal your way to creativity in digital
, Think With Google, June 2018
2
Hacking your innovation mindset
, re:Work, June 2018
Young Lions Cracked the Code to Get to This Year’s Cannes Lions Festival Six Seconds at a Time
Thursday, June 8, 2017
In a few short weeks, representatives from the world’s top agencies will descend on the south of France for the
64th Annual Cannes Lions International Festival of Creativity
. In an effort to part of the action, 100 young creatives from across the globe went head-to-head in the inaugural
Young Lions Bumper Hack
to compete for two coveted spots to this year’s festival, and an opportunity to go on to compete in the
Young Lions Film Competition
.
This wasn’t any ordinary hack; the brief challenged the next generation of creative talent to tell a story to their future selves. But there was a twist. They had to tell this larger-than-life story using a bite-sized format, YouTube’s :06 bumper ad format. Each entry had to include three :06 films to bring their ideas to life.
YouTube introduced the :06 format last year to help advertisers capture attention in today’s mobile world. Bumpers have shown significant impact when it comes to brand metrics like ad recall
1
, but creatives wanted to put it to the test to see if six seconds could indeed tell meaningful and emotional stories. So we asked creatives and filmmakers to create for the format at this year’s
Sundance Film Festival
and
SXSW
, and they illustrated that bumpers were an untapped creative canvas.
But it was time to give the young guns a crack at it. The Cannes Lions jury carefully reviewed the submissions, which included a wide variety of creative interpretations of the brief, furthering the notion that six seconds is limitless when it comes to storytelling. However, the 2 sets of films that stood out to the jury offered sage advice to the future creatives these youngsters aspire to be. “For me, the best ones were from the creatives who shared a message that extrapolates their own ego, but draws attention to something bigger like giving value to people and the planet, for example,” said Yuri Mussoly, one of the jury members and Digital Creative Director at Africa. “For me, this is the future of advertising.”
That theme was clear throughout the films from Vittorio Perotti of Italy, which were a simple testament to not forget important values as his career progresses. The films, appropriately named “Slap Yourself Now,” highlight the importance of relationships, career and ethics and the necessity to not forget one’s values regardless of success. Perotti explained that “the brief made me think about what I want to be in the future and what I should not forget. I'm afraid to lose some important values in life because people often ignore them when they grow up. If I did the same, I would slap myself.”
"Slap Yourself Now" by Vittorio Perotti, Designer & Art Director, Sagmeister & Walsh, Italy
The submission from Lance Francisco of the Philippines played on the daily demands that creatives are often faced with and flipped them into a positive mantra to remind him why he set out to be a creative in the first place. “By unlearning these learnings, we can get back to the core of creating again,” said Francisco. And going back to basics is exactly what creating for 6 seconds challenged the young creative to do. “Six seconds forces you to be strikingly simple. It is just enough time for you to give out a clear message and forces you to find a clever way to communicate the message.”
"Untitled" by Lance Christoper C. Francisco, Art Director, Publicis Jimenezbasic, Philippines
“The two winners stood out for avoiding clichés and for delivering on the brief with punchy typographically driven pieces,” said Chris Clarke, Young Lions juror and Deputy Creative Officer at The Guardian. Perotti and Francisco will will get to heed their advice at Cannes Lions this year as they compete as a team in the Young Lions Film Competition. The winning Bumper Hack films, along with many of the other submissions will be featured at the
YouTube Beach
during the Festival.
While Perotti’s and Francisco’s films took the grand prize, all of the submissions showed the breadth of creativity that six seconds can offer. Take a look at a few other favorites as we applaud these young creatives and their approach to bite-sized creativity.
"Duck" by Ashley Wilding, Copywriter, CHE Proximity Sydney, Australia
“Brevity Can Stir Your Imagination” by Yukina Oshibe, I&S BBDO, Japan
"Start Today" by Tristan Viney, Copywriter & Seamus Fagan, Art Director, Ogilvy, Australia
As the world gravitates toward mobile content, creatives will be challenged with telling big stories through condensed formats. The creative revolution has only just begun; who’s in?
Posted by Noël Paasch, Marketing Manager, Agency Marketing, YouTube
1
In a study of over 600 campaigns, 9 in 10 bumper ads measured globally drove a significant increase in ad recall. Across all campaigns measured, average increase was 38%. (Source: YouTube Internal Data, Global, July 2016)
↩
Creativity in Constraint: Two U.S. Creative Teams Emerge Victorious From YouTube’s Global Creative Hack
Wednesday, October 26, 2016
When two creative teams from the U.S. arrived in Singapore last month, they knew they’d be facing stiff competition and absurd deadlines. The teams from Deutsch and Grey had just flown halfway across the world to take part in the inaugural
YouTube Creative Hack
competition as part of
Spikes Asia
.
Spikes Asia is a yearly event comparable to Cannes Lions that brings together 2,000+ industry leaders from 26 countries to celebrate creative excellence across the Asia Pacific region. This year, the conference focused on YouTube, celebrating the most creative and innovative campaigns on the platform.
Creativity was on display throughout the conference’s keynotes and award presentations—never more so than during the YouTube Creative Hack competition sponsored by YouTube and Young Spikes. Fourteen teams of young creatives came together from across Southeast Asia, Japan, India, and the U.S. for some friendly competition.
The structure was simple: Teams of two had to concept, write, and produce a mini ad campaign in just seven hours. They would create three ads to fit
YouTube’s new six-second bumper ad format
, all using existing long-form video assets from a brand whose name, objectives, and target audiences were kept secret until the competition briefing session.
Right before the clock started, the client was revealed: the Singapore Tourism Board. In just seven hours, all 14 teams, including the jetlagged U.S. duos, had to present their ads to a panel of expert judges who would determine the winners.
Neither of the teams from the U.S. had ever been to Asia, and now they had to create ads convincing people to come visit Singapore.
The team from Deutsch based
their ads
on the insight that millennials like to show off to their friends when they’re having a great time. “We started concepting around this feeling of travel envy—that jealousy you feel when looking at pictures and videos from your friends’ awesome vacations. We all hate those friends. That shared hatred/jealousy led us to the line, ‘Singapore. You can be mad, or you can be here,’” shared Andrew Kong, copywriter at Deutsch. Kong and his partner, Curtis Petraglia, art director were able to turn this simple insight into a fun and polished six-second ad, which showcased fun things to do in Singapore while getting the message across quickly.
Alternatively, Grey used the fact that this was their first time in Asia to land on a simple insight: Singapore is very similar to some of the world’s other big cities like New York, London, and Los Angeles, but with particular advantages. “The creative hack was a fun challenge that forced us to trust our guts and whittle down the ads to the core insight," said Will Gardner, art director at Grey. Their
scrappy campaign
portrayed that simple message through clever supers and playful iconography. The six-second ads were designed to target users by home country.
The results? The teams snagged first and second place, making the Creative Hack a huge success for the U.S. teams. Despite the challenges a new country and new ad format presented, the team from Deutsch won the jury over, taking top honors unanimously. The Grey campaign also impressed the judges, with its relatable and dexterous execution, earning the team the second place honors. "Initially, we had no idea what to expect from bumpers and this opportunity showed us the possibilities of being creative within constraints. We're excited to expand on the experience and take what we learned back to our teams,” said Robert Jencks, designer and junior art director at Grey.
Leaning into the creative constraints of the six-second bumper ad format helped the U.S. teams transcend language barriers and local nuances. Having just six seconds to play with meant the teams had to focus their creativity and create pithy ads rooted in simple human truths. Regardless of platform, audience, country, brand, or time limit, that’s the kind of creativity that will always win.
Posted by Noël Paasch, Agency Marketing Manager, YouTube
The Pop-up Book of Digital Creativity
Tuesday, December 4, 2012
Remember how much fun pop-up books were to explore as a kid?
With the
Digital Creativity Guidebook,
we’ve brought the format into the digital age to help brands connect with today’s consumers using Google’s products.
The Guidebook lets you play with Google’s products whilst learning more about the creative opportunities of digital. It highlights great campaigns from the
Creative Sandbox Gallery
to show what YouTube, mobile, Maps, search, and social can add to your creative palette.
Start flipping on
www.creativesandbox.com/guidebook.
1 Week, 5 Hangouts, Showcasing 5 Standout Campaigns
Monday, November 12, 2012
Looking for fresh inspiration to start off the holiday season? We’ve invited a few of the creatives and developers who have campaigns featured on the
Creative Sandbox gallery
to join a series of Google+ Hangouts on Air, in conversation with Google product experts. They’ll talk about what they did, how they did it and explain their hangups and breakthroughs. To RSVP for the series, visit the
Google+ Event.
We love seeing the work our agency partners come up with using digital tools, bringing brands and ideas to life. We hope that the Creative Sandbox Hangouts will fuel your creativity. Sometimes all it takes is an example to inspire the next big idea.
Here’s the detailed schedule:
Monday: Mobile
| 2:30pm EST | featuring
Beattie McGuinness Bungay
| Watch at
http://goo.gl/ITC17
Tuesday: YouTube API
| 2:30pm EST | featuring
Saatchi & Saatchi LA, Stoop LA
, and
Ogilvy Paris
| Watch at
http://goo.gl/0OlFr
Wednesday: DoubleClick Rich Media
| 2:30pm EST | featuring
Grow
and
Spinnaker
| Watch at
http://goo.gl/xKvKp
Thursday: Google+ API
| 2:30pm EST | featuring
Resn
, Goodby Silverstein & Partners and Hook | Watch at
http://goo.gl/kdqlW
Friday: Geo API
| 2:30pm EST | featuring
McCann New York
,
Goodby Silverstein & Partners and Famous Interactive
| Watch at http://goo.gl/AwQT6
Posted by Hope Friedland, Associate Product Marketing Manager
Helping Brands Light Up the Web
Tuesday, October 2, 2012
When creativity and technology work hand in hand, brands can build
amazing things online
...not only helping them connect with their customers in the right moment, but also funding digital content and creating dazzling ads that users love. I spoke yesterday at
Advertising Week
about how we can partner more closely with brands to win the moments that matter. And today, we’re adding a few new tools to the toolbox for brand marketers.
A large canvas, at scale
We’re introducing our lightbox ad format, the first of a new family of display ads that allow marketers to pay only when a user engages. The lightbox starts as a standard display ad, making it scalable, but after a two-second hover, expands to a super-sized canvas. In internal tests, we’ve seen that this smart hover feature eliminates nearly 100% of accidental expansions and increases engagement by 6-8X over standard click-to-expand ads. The result: users only engage with the ads they really want to see and brand marketers only pay for truly engaged views.
Engagement matters
We also have some new insights on how our existing engagement-driven formats on YouTube and the Google Display Network, such as the
TrueView family of video ads
, have effectively helped brands reach their audience online. We looked at the sales impact during and two weeks after 92 different ad campaigns, and found that on average every $1 invested in YouTube delivered a $1.70 return in sales--2.4x more efficient than the television spend for these campaigns. These ads also help achieve branding goals: we found, on average, that ads on YouTube and the Google Display Network drive a 36% increase in visits to your website and a 36% increase in searches for your brand online (Google Internal Data, 2012).
Google BrandLab brings brands to life on the web
Finally, while we believe magic moments can happen online, sometimes, nothing beats a face-to-face conversation. To help more brands harness the full potential of the web, we’ve recently created a physical space where we can collaborate with brands and agencies on winning all the moments that matter -- the Google BrandLab at our YouTube headquarters. We’ve already had a number of advertisers at BrandLab including Capital One, Coca-Cola, Nissan, and Toyota, and look forward to helping even more brands use Google technologies in creative and impactful ways.
We hope these new tools take their place in the brand-building toolbox alongside some of our other offerings like our platform for crowdsourced creativity, the
Creative Sandbox Gallery
;
brand-friendly metrics
, and
YouTube Original Channels
. We want to make the web work for brands in a big way, these are just a few early steps. Look for more to come on this front in the months to come.
Posted by Jim Lecinski, Vice President, Brand Solutions
Lessons from Legends
Monday, September 10, 2012
Creativity is a fundamental part of any business' success, and it's often helpful to go right to the source for tips. Earlier this year, we partnered with
The One Club
to develop a series that would bring the energy and ideas of creative icons to today's industry. Our goal was to explore the creative consistencies, anomalies, joys, and pains over the past century.
Last week, we hosted icons Mark Tutssel of Leo Burnett and Bob Scarpelli of DDB at Google Chicago. The theme was "Focus," featuring a candid conversation between the two creatives, ranging from influential work, Chicago's mojo, and the future of advertising. Both men discussed the work that makes them proud, creativity's power to solve problems, and the importance of emphasizing the humanity in everything that we do. Creatives from several Chicago agencies, including Leo Burnett, DDB, BBDO Energy, Euro RSCG, and SapientNitro, joined the conversation, and learned about the stories behind campaigns such as Budweiser's Wassup and Troy Library's Book Burning Party.
Our first Lessons from Legends event was held in June, with Lee Clow of TBWA\Chiat\Day kicking off the program. Just as Lee couldn't help but emphasize the importance of Los Angeles in his creative story, Chicago played an active role inspiring both Mark and Bob. We'll soon move the program to another city, and are eager to learn how the next locale inspires another group of creative talent.
Posted by Carley Ribet, Agency Coordinator
Agile Creativity: 7 Tech-Inspired Tips
Friday, August 17, 2012
There's no question that technology has fundamentally transformed the business of advertising. We think the really exciting changes come when we are able to re-imagine not just the ads themselves, but the whole process of conceiving and developing them. The "Mad Men" of the future will not only be fluent in technology, but also in the evolving, highly adaptable, "launch and iterate" style that has become the signature of Silicon Valley.
Developed in close partnership with ad industry executives,
Agile Creativity
is a playbook that agencies can use to brainstorm ways to be faster and more collaborative in their organizational structures and creative processes. Explore the
best practices
.
Last week we hosted a
G+ Hangout on Air “Coders and Creatives: 2 Angles on Agility”
featuring Google engineers and ad executives. The discussion centered around new models of collaboration, how creativity can thrive in a condensed timeline, and the power of prototyping both products and ideas. If you missed it, watch the
highlights video
. If you’d like to see the full 50-minute hangout, head
here
.
Also, check out
Ad Age’s article
on Agile Creativity for more information.
Posted by Torrence Boone, Managing Director of Agency Business Development - Americas
Introducing Agile Creativity
Tuesday, August 7, 2012
Join us
tomorrow, August 8th, at 10am PDT/1pm EDT
for a special Google+ Hangout On Air featuring advertising industry executives in conversation with Google engineers.
Over the past year we’ve had many discussions with ad agency executives about how they are reinventing their business models to excel at the pace of digital. Many of our agency partners are applying practices inspired by the tech world in order to work faster and more collaboratively.
Tomorrow, August 8th, we will be hosting a live streamed panel called
“Coders and Creatives: Two Angles on Agility”
, where we'll uncover the links between agile practices at play at Google and in the advertising world. Torrence Boone, Managing Director of Agency Business Development at Google will moderate the conversation between:
Greg Andersen, CEO BBH NY
John Boiler, CEO, 72andSunny
Engineers from Google+ and Google[x], the group that developed Google Glass and the self-driving car
We hope you’ll be there and be inspired to maximize the agility of your agency with some of the concepts discussed.
RSVP for the event
to have it appear in your calendar. If you have a question for the panel, leave your questions as a comment on
our hangout announcement post
.
On August 8th at 1pm EST, to view the Hangout on Air, visit the
Think with Google
Google+ page, look for the “Hangout on Air” post within the stream, and click “Play” to tune in. Don’t forget to be signed into Google+!
Posted by Torrence Boone, Managing Director of Agency Business Development, Americas
Google@ Cannes: Project Re: Brief Premiere, the Google+ "Winners Circle" and More
Friday, June 22, 2012
Last week, at the Cannes Lions International Festival of Creativity, the global advertising community gathered to celebrate and honor the most inspiring creative work from around the world. We are committed to working with our agency partners to enable and inspire this continued creative magic. Below are a few initiatives and projects that we discussed last week, designed to do just that:
Project Re: Brief, the film:
Earlier this year, we kicked off
Project Re: Brief
, our new experiment to re-imagine the future of advertising by taking some cues from its storied past. We’ve brought four of the most loved campaigns of the ‘60s and ‘70s -- Coca-Cola’s “Hilltop,” Volvo’s “Drive it like you hate it,” Avis’ “We try harder,” and Alka-Seltzer’s “I can’t believe I ate the whole thing” -- back to life, this time built from the ground up for the digital age, with the partnership of the the advertising legends that originated them. But we think the ads themselves are only part of the story. Behind the scenes of our “Project,” we saw an amazing journey unfold as traditional, classically trained advertising creatives came together with technologists for the first time to collectively push the bounds of what online advertising can be. This journey is captured in “
Project Re: Brief: A Film About Re-Imagining Advertising
,” which we premiered at Cannes, and made widely available today on
YouTube
.
The Google+ Winners Circle:
In the same spirit of helping share inspiration from some of the world’s best advertising creatives, we're also creating the
Google+ “Winners Circle.”
This will be a new circle of 50 of the industry’s most honored creatives so that everyone in the industry can meet the people behind the amazing work we’re here to celebrate and see what makes them tick.
Agency Edge
, our
refreshed training platform for agencies
: One of the top requests we get from our agency partners is for more tips and training to help get the most out of the web’s myriad of marketing tools. We initially addressed this several years ago with the launch of
AgencyLand
, an educational platform designed specifically for our agency partners. But in the years since, the agency landscape, the range of tools available and in fact, the entire ecosystem, have shifted dramatically. So to meet the new and quickly evolving needs of today’s agencies, we unveiled
Agency Edge
, a place where agencies can get on-demand training, collateral and benchmark data to better serve their clients.
Cannes is one of my favorite events of the year, precisely because of the amazing mix of innovation and creativity on display. We think, though, that even more dazzling projects lay just over the horizon. Through initiatives like these, we hope to help bring them into view.
Posted by Torrence Boone, Managing Director, Agency Business Development
The Mobile Landscape: What Creative Agencies Need to Know
Thursday, June 14, 2012
Join us on Tues, June 19th at 4pm ET/1pm PT, for a 45 minute LIVE conversation with Wook Chung and Nate Racklyeft of Google's Mobile Product Team!
Wook and Nate will discuss the key technology issues around Mobile and strategies for creatives to drive success now.
Creatives worldwide can join Hangout on Air:
youtube.com/creativesandbox
There's a special opportunity for a maximum of 8 leading creative agencies who have done work in Mobile or are planning a special push in the arena, to reserve a spot on screen in the Hangout with Wook and Nate, available on a first come basis. Contact
Jeff Sundheim
to check availability.
Posted by Jeff Sundheim, Creative Platform Strategies
Adopt a Mantra of Agile Creativity
Friday, May 4, 2012
Speed and flexibility are key for agencies to gain an edge in the next decade of digital. By borrowing a page from the tech industry playbook, agencies can get even faster, smarter, and more efficient. Welcome to the age of
Agile Creativity.
To get the conversation started about Agile Creativity in the industry, we're hosting a
panel
at One Club's
Creative Week
in New York City. Google Managing Director Torrence Boone will be chatting with Rei Inamoto (CCO, AKQA), Greg Andersen (CEO, BBH NYC), and Michael Lebowitz (CEO & Founder, Big Spaceship) about how they've adopted an agile mantra and are seeing it successfully at work in their agencies.
We are collaborating with industry experts to bring you agile best practices that you can apply in your own agencies. Stay tuned and click
here
to get an email notification when the full "Agile Creativity" content is published.
Posted by Andrea Galambos, Marketing Manager, Agency - New York
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