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.
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.