Torrence Boone

As businesses have had to adapt to sudden shifts in consumer behavior over the past seven months, our relationships with our customers have completely changed. Even prior to 2020, at Google, we’ve seen CMOs across all verticals redefine their industries by embracing digital transformation. This trend has only accelerated in the context of COVID-19.
We talked with brand leaders from Salesforce, Hyundai, Wyndham, and others about how they’re tackling the unique challenges posed by the pandemic ...

No industry has been immune from digital disruption in recent years. Marketing is no exception: Today, digital strategies are at the heart of marketing campaigns across any industry, and there isn’t a marketer in the business who hasn’t wished that an ad of theirs would go viral.
Of course, while marketing has been quick to adapt to the brave new world that has unfolded with the rise of the internet, the industry can’t afford to rest on its laurels. Technology is continuing to evolve and—more...

As I’ve noted before, a huge amount of life is hard work and taking advantage of opportunity, but there is also amazing serendipity and luck. For me, an incomparable stroke of luck came in the form of a full scholarship to Andover, which allowed me to leave inner city Baltimore at the age of 13; the experience taught me the value of education and helped lay the foundations for my success in adult life. Since then, I’ve tried to pay that good fortune forward, which is one of the reasons why I’...

No industry has been immune from digital disruption in recent years. Marketing is no exception: Today, digital strategies are at the heart of marketing campaigns across any industry, and there isn’t a marketer in the business who hasn’t wished that an ad of theirs would go viral.
Of course, while marketing has been quick to adapt to the brave new world that has unfolded with the rise of the internet, the industry can’t afford to rest on its laurels. Technology is continuing to evolve and—more...

Media—including marketing and advertising initiatives—has the power to shape how we see ourselves and the world around us. As a result, ads can uplift audiences and make them feel empowered by the particular message a brand or product hopes to convey. Julep Beauty is hoping to do exactly that in its new ad campaign, “Throw Anything at Me,” which it created in partnership with Joan Creative.
“Every day, women are bombarded with so much pressure,” explains the ad’s description on YouTube. “‘Thr...

Following the tragic killing of George Floyd — and the subsequent protests taking place across the United States and abroad — the world has seen a passionate and dedicated call for police reform and systemic change. Police de-escalation measures to this point have, at times, grown shockingly violent — with protesters, bystanders, and media figures among the injured — and footage of these moments has only underlined the need for change.
As a result of these developments, brands large and small...

“Less is more” is usually not a go-to mentality in marketing — especially when the industry has grown to serve an audience expecting quick, high quality, organic content that is both engaging and, in many cases, reflective of their interests and priorities.
That said, despite the consistent need for an aggressive, innovative approach, effective consumer engagement does not always have to be the product of broad shifts; sometimes, a few small changes can produce a noticeable impact and maximiz...

Diversity is a highly important variable for any collaborative work environment; it leads to stronger ideas, fresh perspectives, and more inclusive cultural values. Naturally, in digital marketing — a sector dependent on these dynamics — diversity can be a huge driver for success. Ad campaigns must be fluid and fully in-tune with target audience behaviors and expectations, and a more diverse marketing team makes it easier to approach this challenge while spurring progressive changes to the in...

Media—including marketing and advertising initiatives—has the power to shape how we see ourselves and the world around us. As a result, ads can uplift audiences and make them feel empowered by the particular message a brand or product hopes to convey. Julep Beauty is hoping to do exactly that in its new ad campaign, “Throw Anything at Me,” which it created in partnership with Joan Creative.
“Every day, women are bombarded with so much pressure,” explains the ad’s description on YouTube. “‘Thr...

As I’ve noted before, a huge amount of life is hard work and taking advantage of opportunity, but there is also amazing serendipity and luck. For me, an incomparable stroke of luck came in the form of a full scholarship to Andover, which allowed me to leave inner city Baltimore at the age of 13; the experience taught me the value of education and helped lay the foundations for my success in adult life. Since then, I’ve tried to pay that good fortune forward, which is one of the reasons why I’...

No industry has been immune from digital disruption in recent years. Marketing is no exception: Today, digital strategies are at the heart of marketing campaigns across any industry, and there isn’t a marketer in the business who hasn’t wished that an ad of theirs would go viral.
Of course, while marketing has been quick to adapt to the brave new world that has unfolded with the rise of the internet, the industry can’t afford to rest on its laurels. Technology is continuing to evolve and—more...

Recently, I read an article in HuffPost titled “How Twitter Has Helped Amplify Black Voices Around The World,” by Lily Workneh. The article explores the ways in which Twitter drives “visibility to discussions about black life and culture, led by those who know it best.” This made me think specifically about the ways and reasons that social media platforms akin to Twitter increase the visibility of minority groups, and provide space for social movements to develop in real-time.
Twitter provide...

In today’s society, the spread of what we call “Fake News” is more prominent and disruptive than ever. “Fake News,” more formerly knowns as pseudo-news, is defined as “news, stories or hoaxes created to misinform or deceive readers deliberately. Usually, these stories are created to either influence people’s views, push a political agenda, or cause confusion and can often be a profitable business for online publishers.” It aims to deceive people into believing certain information that can wor...