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Google UK Launches New B2B Marketing Campaign

Google UK has aligned its B2B marketing efforts towards consumer advertising in a brand new campaign promoting the value of search advertising for businesses. ‘Find What Matters’ – Google’s first B2B search campaign aims to remind businesses of the value of search as a lucrative advertising platform. It has specifically been designed like a B2C campaign to promote the use of search marketing to business owners. 

"72andSunny", The MDC Partners agency which Google normally uses for consumer-facing ads in Europe were the creators for this campaign.


Gemma Howley, Search Lead at Google UK & Ireland, said: “The things that are most useful in life we often take for granted. 

“Like with running water or electricity, it’s easy to forget about the remarkable, complex system that brings you what you want when you turn the tap or hit the switch. Search is the first digital utility - an incredible tool that allows people to cut through a noisy and cluttered world and find what they are looking for, wherever they are. We know that even fleeting exposure to an alternative brand can disrupt purchase decisions. This makes Search an incredibly powerful tool and we want to celebrate it in ‘Find What Matters’. In an uncertain world full of questions, it’s important to remember the value of providing an answer.”

The two-month B2B campaign is set for a September launch in the UK covering top social media sites including YouTube, display, search, OOH and print media. Media will be run through OMD and Google’s digital agency, Essence. 

“In the advertising world, business-to-business projects can often be regarded as the overlooked stepchild but we dug in with this one. 

“The campaign is aimed at marketers and media planners but we chose to focus on the magic of Search and simple human moments with everyday users to highlight the truth that while other popular platforms are for mindless scrolling, Google Search is where we turn to get answers to our questions, both big and small." Rey Andrade, Deputy Executive Creative Director at 72andSunny Amsterdam.

Google’s theme for the campaign is clear here - the connection between buyer and seller is inspired by ‘being able to find what matters - when it matters'. Google aims to promote its search platform for the upcoming busy shopping season by reminding marketers the value and relevance of search to business owners and consumers alike.

Best of Luck!