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By Katie Deighton, Senior Reporter

April 21, 2016 | 2 min read

Google does not see investment in its creative endeavours as a risk, according to its EMEA consumer marketing director, Graham Bednash.

The Drum caught up with the marketer at Advertising Week Europe to discuss the commercial decisions behind its innovative products, which include the digital experience Inside Abbey Road.

Bednash explained projects such as the online music studio tour are “fundamental” to the brand’s culture. “Part of our mission is to enable access to the world’s information and make it accessible, and projects like Abbey Road show our commitment to that because they’re big investments and they’re important investments,” he said.

“We invest a huge amount of talent and creativity into them and they’re really fundamental to the brand because they help us explain our mission clearly to people.”

When asked about the commercial and economical leaps of faith often associated when investing directly in creativity, Bednash simply said: “We do not see it as risk. Creativity is fundamental to our culture and if you listen to some of the ideas pronounced by Larry Page, it’s all about 10x thinking [improving a product tenfold rather than 10 per cent], it’s about doing things on a massive scale that are different.”

Steve Vranakis, Google Creative Labs’ executive creative director, added he believed this company belief in digital creativity is one that is now industry-wide.

He said he believed the digital sector to be just as creative as the traditional advertising world, explaining: "I think we are doing some interesting things as an industry and I think it will only get better."

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