We have a truly incredible line up of speakers for our Brands as Publishers event tomorrow. So we thought we’d take some time to get to know them better, and introduce the wonderful people who will be sharing their expert knowledge with you!
Having already uncovered some insider information from BuzzFeed London HQ, we’re now interviewing Charlotte Morton, Head of Creative Agency Relationships at Google. Don’t say we don’t spoil you!
Hi Charlotte! Ready to go?
Hello! Go for it..
Awesome. So we want to hear a little about your background, and how you got to where you are now…
My background – well I’ve actually been at Google for 10 years! So, where to start? Not knowing much about life, I very serendipitously ended up at Google at the age of 23. I don’t think I realised at that point quite where I had landed! I’ve watched the company grow and change which has been incredible. About 4 years ago now, myself and my boss concluded that if we were going to excite brands about YouTube we needed to talk to Creative Agencies. We pitched to the powers-that-be that we should set up a creative agency relationship team – and they kindly let us do it! I feel very lucky as I see the best of two worlds: I get to work for an awesome technology company but also have one foot in the world of creative advertising. I love working with Agencies. Copy or code – it’s all creativity.
What is it like to work at Google?
The inventive culture is really what has kept me here for 10 years. At our heart we’re a technology and engineering-led company that loves making cool stuff which solves big problems. My Dad (who is 80) is endlessly fascinated by what’s going on at Google – so if it’s good enough for Major Morton, it’s good enough for me! I work on the commercial side of the organisation but it’s great to know that our efforts are going towards funding very meaningful and important work.
Now I know you’re going to cover this in your presentation… but could you give me a quick sneak peak into what you think brands can learn from YouTube stars?
The biggest things YouTubers do well is that they’re in it for the long haul. YouTubers don’t work in campaign cycles. They work incrementally to build a lifelong audience. I think that’s the biggest thing that brands can take way. You can celebrate having a “viral” hit that gets you 20 million views but it’s what comes after that’s really important – how to leverage all of that interest and advocacy. A YouTuber’s voice is also very direct, it’s very honest. I think brands can learn a bit about that. Sometimes you don’t always have to have the perfect end line. That’s not really what this content is about.
How do you see brands starting to utilize all the data produced on YouTube?
I’ll be talking a little more about this on Thursday. Success on YouTube is both an art and a science. We obviously encourage brands to think about making great content that is useful, entertaining or both – the standard principles for great content – then looking very hard at their analytics. Subscribers and Watch Time are key elements. Look at the science behind your content strategy – it’s very important to test, learn and respond.
Awesome thank you Charlotte! We look forward to seeing you at the event.
This interview has certainly peaked our interest here at Beyond, we can’t wait to hear more tomorrow! If you can’t make the event, be sure to watch this space. We’ll be sharing filmed footage and key highlights here.