Google and the Brand Experience: New Avenues in Digital Marketing

An advertising industry veteran with more than 15 years of leadership experience, Torrence Boone joined Google Inc. in January 2010 to help the tech giant build a stronger relationship with marketing agencies in North America. Based out of New York City, Boone brings an impressive resume to his present post as Google’s Managing Director of Agency Business Development that includes productive tenures at the helm of Digitas Boston and Razorfish (formerly Avenue A/NYC). He began his career as a strategy consultant with Bain & Company after completing an M.B.A. at Harvard Business School. Prior to joining Google’s team, Torrence Boone leveraged his talents as Chief Executive Officer of Enfatico, a now shuttered enterprise that Dell formed in partnership with London’s WPP Group. 

In June 2012, Boone sat down with AdWeek to discuss Google’s annual I/O conference for developers, an event that provided the corporation with the perfect opportunity to spotlight a host of recent innovations. From the unveiling of a Google-designed streaming media device to the announcement that iPad and iPhone owners can now browse the web with Chrome, the Internet giant is catering to agencies in a decidedly bold capacity. With the introduction of platforms Nexus 7 and Nexus Q, as well the Google+ Events tool, the company hopes to provide advertisers and their clients with the technological means to optimally curry consumer interest in a brand. 

Sharing his thoughts on what makes great advertising, Torrence Boone chose to focus on the storytelling aspect of the craft and went on to explain how Google’s expanded toolkit can facilitate interactive storytelling on an advertiser’s behalf. Noting how impressed he is with the creative output generated by today’s digital marketing firms, Boone drove home an important point regarding Google’s future intentions for its scalable advertising endeavors. The Google I/O conference, said Boone, will hopefully aid agencies in their quest to promote user interactivity as a key branding approach of the future.