Lorraine Twohill, Director of Marketing at Google, talks about inclusive advertising

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Lorraine Twohill, Google’s chief marketing officer, says consumers have more on their minds than her company’s messages and that marketers need to be aware of what’s going on in people’s lives.

“[It’s about] to be very mindful of how people are feeling,” she told Insider. really do it with a lot of empathy and being very aware of who people are at in their lives.

Twohill was interviewed in the Google space at the Cannes Lions International Festival of Creativity in June.

By the nature of what Google does, it naturally has accurate insight into what’s going on in people’s minds. Travel is something people crave, says Twohill. But people also turn to the search engine to wonder if a


recession

looms and what it could mean for them.

Empathy plays out in other ways, Twohill says, pointing to Google’s emphasis on inclusivity and representing communities that have sometimes been overlooked. “As we’ve worked with our teams and our agencies on this journey to move into more diverse work, let’s really encourage teams to think more broadly about who we put into our work and how we present ourselves,” she said. declared. .

An example is a script for


YouTube television

, to promote the sports content of the platform. “When you think of a sports fan, a lot of people go for a white guy,” she said. “We stepped back and said, why couldn’t it be an Asian grandma? Why couldn’t she be a die-hard sports fan?”

Twohill points out that ethnic, gender and identity inclusion is also good for business. “There are a billion people with disabilities in the world, they represent about $8 trillion in business value, in market power,” she said. “To make your story, your message, your products relevant to those audiences, with use cases tied to them, and that they see themselves in your work, I think that’s a huge opportunity. ”

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