We’ve been on an ads-venture. Partnering with Google Ads to globally reposition a multi-billion dollar company over three years – one (thousand) ad(s) at a time.
Google Ads Refresh
Client: Google Ads
Global Repositioning, Brand, Creative Development
So it was about time someone returned the favour. Through some in-depth ad testing and research with McKinsey, we helped Google craft a plan to refocus their target audiences and reach them with a more tailored creative approach. This led to more testing and research. And more testing. And more research.
Which led to us creating the messaging playbook on how to talk to this new audience globally.
Google Ads has been helping businesses find the right customers online for over 20 years.
Overall, this transformation has seen us build a tailored messaging guide, an updated narrative positioning and a bold new identity across visual assets – ending with a creative playbook that is now being rolled out across the Google Ad universe, and already showing an uplift in new users.
With a whole new messaging, there was a need for a new visual language to further appeal to the target audience. After a 6 month process of more research and testing, including a deep dive into performance marketing data and competitive analysis, we began developing and creating new visual guidelines.