Reconnecting Google's global ecosystem.

A business experience powered by human interaction.

Google Marketing Live (GML) is one of the most important tentpole events for Google globally. Based in San Francisco, the event was traditionally broadcast globally to many but only attended by top executives in-person.

In 2022, things would be different.

For the first time ever, the San Francisco hub was connected with the global community and Wonder were tasked with creating and producing the EMEA GML experience in Zurich, Switzerland for 700 key partners.

Our challenge: Get Google Marketing Live back to IRL.

Google wanted to kick off the return of tentpole events to their customer calendar in a way only Google could. They wanted a regional, multi-market experience that seamlessly mirrored and connected with the San Francisco HQ event. We needed to demonstrate real-world value to customers, making sure they recognise the benefits of attending in-person, whenever possible.

Strategic Spark: Whole-self design.

In the wake of the pandemic, with work and life now more inextricably connected than ever, events should be designed for people’s ‘whole-selves’. Whole-self experience design caters not just for our audiences' business needs, but their human needs too. This influenced both our format and flow, allowing for moments of creativity, curiosity and community throughout the experience.

Our Solution: People-first B2B.

Bringing the needs of Business and People together in one place to deliver tangible value through real-world connections. From the traditional keynote that united the Google ecosystem, to product demos - designed, ground-up around human interaction; natural networking and unique 1-to-1 roundtable debate with top Google product designers…all topped off with a kick-ass music event.