A team of 15-20 Beyonders have been embedded in Google’s offices, headed up by long-term Beyonder Emma Downham. This is a move towards a new way of working that we believe is one of the biggest trends happening in our industry.
By embedding our team, we are able to immerse ourselves in our client’s business strategy to fully understand their vision and work in a more agile and efficient way to realize it. The need for close collaboration on complex digital projects is paramount, and this kind of embedded work will soon become an industry standard. It’s time to redesign the way agencies work with clients.
We built our core MTV team around people who have been in the company for a long time so we can control the product capability and our creative output. But we believe that, by embedding, we can develop and implement an integrated workflow that powers and propels our work for Google forwards.
We are delighted to embark on this project, not only to learn from our client, but also to learn on our own. This kind of immersion forces us to move fast and teaches us to perform as rapidly and painlessly for the client as possible.
By working with in-house teams at Google, the convergence of internal and external creativity will be a brilliant learning curve ultimately leading to greater collaboration, improved idea generation, greater productivity and a better end result.