Google has opened a sandbox for creative agencies
The Internet giant has opened a creative showcase where creative agencies can exhibit their successful cases.
The platform should promote the experience of companies, become a source of inspiration and development, and demonstrate the importance of technology in advertising and PR activities.
Google is playing in the sandbox. The search giant seeks to increase the use of technology among creators. When Google formed its own Creative Board more than two years ago, members of its creative department said the search giant would hand out awards. “They were concerned about whether the quality of the digital work was good enough to create a discussion,” said Cecilia Vaughan-Silva, head of Google’s relations with creative agencies.
Another problem with the awards, she added, was that creative Internet communicators argued that they were more focused on what was to come than on past work. So, to celebrate the creative community uniquely, Google has released a digital showcase with the help of AKQA. It follows Facebook, which launched its creative online storefront, Facebook Studio, in April.
On the Creative Sandbox, institutions can upload their work and cases explaining PR campaigns. At the launch of more than 55 campaigns, the work of various agencies was presented, including BBDO, Ogilvy, JWT, Gray, Saatchi, TBWA / Chiat / Day, Droga5, Barbarian Group, 72andSunny, R / GA and Razorfish. To get to sandbox, campaigns had to be conducted during or after September 1, 2011.
Google didn’t want jobs that looked like standard cases, such as customer service, workflow, or campaign results.
Instead, the goal is to promote innovative thinking by forcing agencies to dig deeper and answer questions such as “How does technology ignite your creativity?” Google has included a section for each entry called Building Blocks, where organizations are required to list the technologies and platforms they used for the project.
Sandbox also encourages companies to add programming languages, ad networks, and development tools to the list. The agency can add statistics, including impressions of the project and even the number of lines of code written.
“We wanted to show the steps of creative work to inspire people to take these steps themselves. Creative sandbox is a social experience at its core,” said Michael Farley, AKQA’s Associate Creative Director. During the development phase, he added, AKQA “interviewed many colleagues in the field to find out what inspires them and how they would like to be inspired.” The ultimate goal of Google Sandbox is to reach an understanding between creative agencies and technology teams.
“We are convinced that technocentric creativity is not the same as the creative performance of digital work,” – Vaughan-Silva.