Marketing and advertising executive Torrence Boone.
Marketing and advertising executive Torrence Boone.
Torrence Boone pioneered the concept of Agile Creativity, which aims to help businesses reach their consumer base and think more creatively when using Google products. As Google’s managing director of agency business development for the Americas, Torrence Boone has continued to ensure agencies are benefiting from Google’s Agile Creativity Playbook.
The advertising industry is often met with resistance from companies and consumers alike, but Google’s Agile Creativity Playbook is changing all of that. The focus of Agile Creativity is to provide businesses with ways to work faster and more flexibly without compromising the integrity of their strategies. Agile Creativity strives to help companies achieve this goal with seven specific agility tips.
Examples of ways businesses can implement the seven agility tips include having team members work on a project in physical spaces designed to maximize dynamic collaboration, collecting real time insights via Google’s insights and brand impressions tool, and planning a “Hackathon” which entails a workshop devoted to generating ideas, followed by a dedicated period of time to test them. Other examples of ways to implement the seven agility tips are available at www.google.com/think/playbooks/agile-creativity.html.
Several prominent agencies are currently participating in Agile Creativity, including AKQA, BBH, Big Spaceship, and 72andSunny.
Torrence Boone is a graduate of the Harvard University Business School, where he earned a master’s degree in business administration. Torrence Boone formerly served as the vice president and general manager of New York-based digital media agency Razorfish.
Razorfish, Inc., one of the world’s largest interactive agencies, recently hosted the 2013 Razorfish Client Summit at Aria Resort and Casino in Las Vegas. The summit was attended by more than 500 individuals from all over the world, and featured educational lectures, entertainment, and discussions on technology, creativity, and the future of media. Some of the summit’s notable speakers included T. J. Marchetti, senior vice president of digital marketing with Walt Disney Studios; Ann Lewnes, senior vice president and chief marketing officer for Adobe; and Billy Beane, the Oakland Athletics general manager who inspired the film Moneyball. Razorfish has made a number of the inspiring summit presentations available for viewing on its website.
Torrence Boone, managing director of agency business development for Google, oversees the company’s relationships with advertising agencies throughout Central, North, and South America. He holds a bachelor of arts in economics from Stanford University and a master of business administration from Harvard Business School. Throughout his career in marketing and business development, Torrence Boone has taken the time to serve as a mentor to African-American and LGBT professionals and students. In 2013, his work was recognized with an ADCOLOR Advocate Award.
ADCOLOR is a non-profit organization dedicated to honoring diversity in advertising, marketing, media, and public relations. The 2013 ADCOLOR Awards & Industry Conference was held at the Beverly Hilton in Beverly Hills. Attendees enjoyed a red carpet reception before taking their seats and listening to the selection of presenters and guest speakers, which included stars like American Idol’s Randy Jackson. An after-party took place at the end of the evening.
Torrence Boone, who currently serves as Google’s managing director of Agency Business Development, helps to formulate the company’s sales strategy throughout the Americas. Earlier in his career, Torrence Boone worked as a senior manager at Bain & Company, where he participated in a wide range of management consulting activities.
Bain & Company, based in Boston, Massachusetts, offers a full gamut of consulting services to businesses of every size and in every stage of development. Bain management consultants focus on helping their clients identify new, more efficient ways of approaching business-critical functions, such as marketing, operations management, business development, and technology.
Companies look to Bain not only for strategies to grow revenue and sustain growth, but also to realize the full potential of their investments and IT resources. Bain & Company also handles mergers and acquisitions by overseeing due diligence efforts and advising on integration efforts after the merger is complete.
A graduate of Harvard Business School, Torrence Boone has extensive experience in digital strategy and advertising as a result of his work with Bain & Company, Avenue A (now Razorfish), Digitas, and WPP. Torrence Boone currently serves as managing director of agency business development at Google.
In its simplest terms, native advertising tries to blend in with the consumer experience. In practice, this blending occurs in degrees. Some ads, such as those placed next to relevant content, are only slightly native. Other forms of advertising, such as brand-produced content masked as editorials, can be very native. At its highest levels, native advertising appears impartial and independent, rather than commercially oriented.
Some controversy exists over the use of native advertising. Supporters insist the style is effective at delivering relevant content aimed at appropriately interested consumers. Detractors worry that blurring the line between advertisements and other types of informative content disguises inherent conflicts of interest.
A former president of Digitas in Boston, Torrence Boone now serves as Google’s managing director of agency business development for the Americas. Torrence Boone is a regular practitioner of yoga.
In recent years, yoga studios have been cropping up in cities across the United States. As yoga’s popularity grows, more and more individuals are turning to the practice as a way of managing chronic conditions such as headaches, back pain, arthritis, and carpal tunnel syndrome. Doctors even have started recommended yoga for reducing blood pressure and treating insomnia.
Besides providing relief from certain medical conditions, practicing yoga has a number of other health benefits. These include increased muscle strength and tone, better flexibility, improved respiration, general cardiovascular fitness, and a higher metabolism. Some individuals use yoga for weight management or to give themselves higher energy levels. Athletes practice yoga to enhance their performance and to decrease the risk of injury.
Torrence Boone currently oversees Google’s business with advertising agencies across the Americas. He earned his bachelor of arts in economics at Stanford University. Subsequently, Torrence Boone graduated from the Harvard Business School with a master of business administration.
Renowned for its rigorous business degree programs, the Harvard Business School also offers a unique one-week course called the Summer Venture in Management Program (SVMP). The course prepares rising college seniors for graduate business studies, and has been taught for more than 30 years.
The program is an intensive, condensed version of what Harvard students experience in the M.B.A. program. It uses real business case studies to highlight the principles of business leadership. Students enrolled in the program can expect lively discussions and eye-opening presentations by the Harvard Business School faculty.
In order to be considered for the highly competitive program, a candidate should be involved in a summer internship program and should have been nominated by his or her company. Previous study in the field of business is not required, and financial assistance is available for those who qualify.