Google was facing several policy-relevant issues within German public debate. The internet giant needed to highlight its commitment to, and distinct impact on, the German economy.
Google in Germany
Highlighting Google's commitment to - and impact on - the German economy
On September 27 2011 Google presented its study "FaktorGoogle - How German companies use Google," a look at the economic impact of both Google and its products based on a survey of over 11,000 companies. MSL Germany led a multichannel effort that included branding, website creation, public affairs, media relations and a press conference.
Media coverage was extensive (e.g. Die Zeit, Financial Times Deutschland, BILD, dpa, Bloomberg, n-tv). As a result of the positive outcome, Google then decided to expand the project to two additional stages cooperating with the Federal Association for Information Technology BITKOM and a leading IT summit in December 2011.