Media360: What we learned from Google Creative Labs

Steve Vranakis, creative director at Google Creative Labs, spoke about his transition from "the digital guy" at an ad agency to becoming one of the least digital people when he started work for Google.

Steve Vranakis, creative director at Google Creative Labs
Steve Vranakis, creative director at Google Creative Labs

Hosting a hub session at this year's Media360, here's what he picked up along the way.

Make others superheroes

Vranakis said that the power of Google's products, and the role of Google Creative Labs, is to hand them over to users to build their story. He cited Google's "search on" campaign, and skatepark designer Andrew Willis, as an example of handing over 'super powers' to users and then telling their story.

Make it matter

Handing over super powers to people to support causes that matter is the next step. Vranakis spoke about the Google Science Fair and some of its previous entrance and winners. The scheme, open to 13 to 18 year-olds, provides a platform for young people to change the world using technology.

Previous entrants include turning banana skins into plastics (below) and a 17-year-old Brittany Wenger (above), who designed a cloud-based service to diagnose breast cancer more accurately and less painfully.

Spend 99.9% of your time making

Vranakis and other senior members of Google Creative Labs "shield" the majority of the team from meetings to free up their time to create and test things, he said.

Steal ideas from engineers

Vranakis revealed that, after working in an agency where he would obsess over making perfect campaigns, Google Creative Labs "nicks" its ideas from software engineers - iterating on projects post-launch and mixing creativity with strong product and user knowledge.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More