'70% Of Advertising Effectiveness Depends On The Creative'

Create with Google, which was launched to support the creative marketing community with tools that serve to foster creativity, is receiving great response from agencies worldwide. This new platform is enabling a new era in marketing communication which is more focused, impactful and efficient. Ross Jauncey, Head, Create With Google spoke to BW Businessworld’s Ruhail Ameen about this innovative product and its impact on creative agencies. Excerpts from the interview:

- Ruhail Ameen

What was the inspiration behind launching Create with Google?

My role previously at Google for five years was to work with the creative industry in Australia and New Zealand. We had some really great partners to do that with and we got some really great case studies done.

What it showed was that when you take the six-second format to the market for the very first time or when you take the sequential storytelling on YouTube to the market for the very first time, it is a very difficult pitch without a great expression. What we realized is that creative people are the first to embrace platforms that make sense of them for others.

We thought it will be great to give them a credible platform which they could access on the scale. By the time of Cannes, it will be translated into multiple languages and it is already available in Korean and Japanese, and we are moving into Latin American translation and Chinese as well.

How does Create with Google enable a new era in creativity?