Case study: Google New Zealand
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 advised on celebrating Waitangi Day, viewed nationwide and visible globally
- 75.5% completion rate across cultural e-learning modules (224 staff enrolled)
- Marae-based cultural wānanga fostering iwi relationships & exploring opportunities (2025)
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. While some good work had been done, specific instances of Māori engagement had attracted scrutiny, and opportunities to connect with iwi, government, and sector partners were underdeveloped.
To strengthen credibility, Google sought to develop 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 all New Zealand based 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 at a national level.
- Restoring trust: facilitating a wānanga with Te Taura Whiri to foster the relationship and establish a shared vision for Māori language integration.
- Cultural e-learning modules: 224 Googlers completed training across Aotearoa, Australia, Singapore and some further afield including the US, with a 75.5% completion rate across Te Ao Māori, Tikanga, Te Reo, and Workplace Culture.
The impact: stronger leadership, stronger brand
Leadership engagement: 91.5% 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.
Widespread visibility:Māori artistry showcased nationwide through bespoke Google Doodles.
Workforce reach: 224 Googlers across Aotearoa, Australia, and Singapore 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.