UK Head & Creative Director, Unskippable Labs at Google
Creativity can sometimes be seen as indistinguishable from magic. Only by celebrating and bringing prominence to those who have taken an idea and translated it - as if by magic - into an outstanding execution, can we recognise the importance of and honour the talent who are rewriting the rules for craft - fueling the magic! Therefore, it is a privilege to be part of the British Arrows.
As Creative Director & Head of Google’s Unskippable Labs, Billy’s mission is to collaborate with brands and their agencies to implement an advanced experimentation program. One which investigates and extracts data led learnings from current and emerging consumer behaviors to build and advance effective YouTube creative strategies.
Built around an initial creative hypothesis, the Lab examines the structure of creative, the relationship between ad formats, the device on which the content is consumed, or any variation of these elements based on consumer interaction, enabling brand messaging to be relevant and effective. Allowing brands to be there and be chosen.
With a remit that encompasses all verticals, Billy delivers the newest creative case studies with relevant scalable learnings but also illustrates brand and agencies can action experimentation themselves right now through Google’s suite of tools.
Previously heading media planning, creative ad production and sponsorship at Channel 4 & MTV, Billy was part of the YouTube Originals team initially responsible for funding original content creators including Jamie Oliver & Zoella which produced the industry leading YouTube Creative Playbook and the redesign of the YouTube algorithm.