An all-new stage for Google's key partners

Creating a unique presence for Google at Advertising Week New York

Challenge

Each year, New York Advertising Week sees agency executives and brand partners from across the US descend on the Big Apple to celebrate, network and learn. In 2019, Google and YouTube wanted to consolidate their presence at this important thought-leadership festival in order to drive advocacy, deepen partnerships and spur advertiser success.

Approach

We set out to help Google empower their key partners to be advocates for YouTube and Google by giving them the stage at Advertising Week NY. 

We created ‘Google Stages’: a pop-up destination to help position Google’s partners as change agents and experts during one of the biggest industry moments of the year. 

Comprised of diverse presentation spaces and a huge ‘Digital Playground’ interactive environment, we were able to immerse people in the thinking, the technology and the products that Google create to empower their partners and clients.

Google and YouTube co-hosted eight events throughout the week: partners included global media agencies, communications holding companies and the 4As (organizers of Advertising Week and a leading industry body).

By bringing together multiple activations in one venue, we drove efficiencies with production and content, while elevating the overall experience for all guests. 

An all-new stage for Google's key partners
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Results

  • Engaged over 1200 people, beating Google’s aggressive reach goal in our first year
  • Drove advocacy through ‘Agency Presents’ events with Publicis, Performics, Carat and IPG/Reprise 
  • Engaged 450 clients and featured key speakers from GSK, Comcast, KitchenAid, New York Life, American Express, and J&J
  • Empowered 4A’s to speak on our behalf, launching Google’s first joint research with a trade association
  • Established Google as the preferred partner for creativity with the first US Create with Google x Cannes Lions program
  • Hosted 100 top US consumer goods advertisers and Google teams for a Consumer Brands Leadership Breakfast focused on how their brands can be relevant to today's consumer to drive real business results
"Thank you for making us look so great and giving us this platform to showcase us, our clients and our Google partnership." - Helen Lin, Chief Digital Officer, Publicis Media
Thanks for hosting this and for the continued partnership. Having our clients discussing the future of search and automation was very valuable.” - Dimitri Maex, Global CEO, IPG Reprise
“Your willingness to invite us in and trust (often against your more reasonable judgement) our approach is something for which I can’t possibly express enough gratitude. I think the future of where we can go from here is limitless."  - Robert Schwartz, Global CMO, Carat
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