When Google New Zealand sought to strengthen its presence in Aotearoa, it partnered with AU Consulting to shape its strategy, leadership capability, and stakeholder partnerships. The work was about more than cultural training; it was about ensuring Google’s brand and marketing approach reflected the values of Aotearoa while building authentic relationships with Māori communities.
Since 2021, AU has supported Google through a series of initiatives, building a partnership defined by strategic advice, leadership development, and long-term impact.
At a glance
- Executive cultural capability programme for senior leaders: six workshops, marae wānanga, e-learning modules, 91.5% completion rate
- Three bespoke Google Doodles celebrating Waitangi Day, viewed globally
- 5% completion rate across cultural e-learning modules (224 staff enrolled)
- Marae-based cultural wānanga fostering iwi relationships & exploring opportunities (2025)
- Restored partnership with Te Taura Whiri (The Māori Language Commission) through sector engagement
The challenge: local brand relevance for a global company
As one of the world’s most recognisable brands, Google faced a unique challenge in New Zealand. Past missteps in Māori engagement had attracted scrutiny, while opportunities to connect with iwi, government, and sector partners were left untapped.
To strengthen credibility, Google needed a clear approach to stakeholder engagement, brand positioning, and leadership development that aligned with Aotearoa values.
The transformation: strategy, leadership, and partnerships
AU worked with Google across multiple fronts, helping the company combine cultural integrity with strategic clarity.
- Executive leadership programme: an immersive cultural capability programme for senior leaders, including six workshops, a marae wānanga, and ongoing e-learning. With a 91.5% completion rate, the programme demonstrated deep leadership buy-in and role-modelling from the top.
- Stakeholder partnerships: advising on engagement with Māori communities and sector leaders to strengthen relationships and build credibility.
- Brand and marketing advice: supporting campaigns and positioning that reflected Aotearoa’s values and avoided reputational risk.
- Google Doodles: connecting Google with Māori creatives to deliver three bespoke Doodles for Waitangi Day, amplifying indigenous narratives globally.
- Restoring trust: facilitating a wānanga with Te Taura Whiri to repair a strained relationship and establish a shared vision for Māori language integration.
- Cultural e-learning modules: 224 Googlers completed training, with a 75.5% completion rate across Te Ao Māori, Tikanga, Te Reo, and Workplace Culture.
The impact: stronger leadership, stronger brand
- Leadership engagement:5% completion rate in the executive programme, embedding cultural capability where it matters most.
- Strategic alignment: clearer approach to stakeholder engagement and marketing in the New Zealand context.
- Global visibility: Māori artistry showcased worldwide through bespoke Google Doodles.
- Workforce reach: 224 Googlers engaged in cultural learning, embedding knowledge across teams.
- Restored partnerships: renewed trust with Te Taura Whiri, enabling sustainable collaboration on Māori language initiatives.
“I’ve worked with AU consulting for several years in NZ. Their guidance has been invaluable in helping us consider the full cultural context of our work in New Zealand”
A shared success
AU’s partnership with Google empowered its leaders to engage authentically, strengthen brand positioning and build trust with key stakeholders in Aotearoa. It showed how cultural capability, when embedded at the leadership level, can drive smarter strategy, stronger partnerships and long-term global impact.