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It’s rare to hear a company take to task its past work, especially at the Cannes Lions Festival of Creativity. But that’s exactly what Google executives did during the kickoff breakfast for the company’s Creative Campus—a program designed to support 45 young creatives with different perspectives—touching on areas where the marketing was too hip or where the hiring process wasn’t working. The point? To show these newcomers that the company is changing, growing and expanding its creative approach while looking for people just like them to join their ranks.
“Actually, we were really tough on ourselves two or three years ago now, we realized that lots of the work we made was just reflective of the kind of hipster West Coast culture that many of the people who made the work lived in,” said Ben Malbon, senior director of marketing at Google.