Shifting from an advertising-led approach to becoming a content publisher

Unlock organisational silos

Why The Upside

In 2017, Google set up a new Global Brand Narrative team to better communicate the positive contribution of Google in the world. They needed an embedded partner, to help quickly set up and scale a storytelling engine.

How We Approached the Challenge

  • Created an editorial framework, linking back to Google’s purpose, and developed integrated marketing plans and briefings
  • Developed a measurement approach to quickly turn data into actionable insights and communicate impact to senior executives
  • Constantly drive the frontiers of storytelling, pushing into new formats and channels


Double-digit uplift across key reputation KPIs.
3x Budget increase, 5x team growth

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