Same same but different.

Google is a B2B brand. It’s all consumer facing, but all their real revenue comes from products and services sold to businesses. As such, their marketing is intensely focused on a range of specialized business audiences. Developers, partners, third party sellers, the c-suite, decision makers and industry influencers.

Google needed a way to reach each unique audience in uniquely Googley ways that felt personalized. But even more importantly they needed to not have to run 12 separate marketing programs

The solution was a framework that categorized marketing program components to define purpose, audience and outcomes. The result was a simplified creative process that built a consistent brand presence with intensely relevant audience connection, regardless of whether you’re a developer, a CEO, or an influencer (or all three).