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Agency Business Development at Google

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Google’s Agile Creativity Playbook

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.

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2013 Razorfish Client Summit

Torrence Boone in Google Glass

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.

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Torrence Boone Named as 2013 ADCOLOR Advocate Award Honoree

Torrence Boone award recipient

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.

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