28 November 2025

Louder wins Google Service Partner of the Year

Louder takes home a win

A room packed with technology and analytics partners - all platform obsessives. And this year, Louder walked away with a Google Partner award: The Google Marketing Platform Service Partner of the Year.

Not because we’re the biggest. It’s because we don’t work to a checklist. The reason we covered so much of Google’s offerings isn’t because we’re trying to map ourselves to a checklist or reverse-engineer our work to fit an award framework. It’s a by-product of how we work with clients. When you actually focus on solving real business problems, not just campaign outputs or platform metrics, you naturally end up touching more parts of the ecosystem.

A night about the future of the partner ecosystem

The Google Partner Awards opened with Google setting a clear direction for where its partner ecosystem is heading next.

Aaron Boekestein, Director of Ads Partnerships, described 2025 as a “summer of shipping”, with Google moving fast across product releases and enablement. He also outlined Google’s shift towards a more professional services–led partner model, with new commercial structures and a new generation of partners emerging to meet the growing demand for AI-driven services.

The message was simple: traditional agency models are being stretched. The next wave of partners will be defined by their ability to deliver outcomes, not just access technology.

What sits behind Louder’s win

While much of the night was about what’s coming next for the partner ecosystem, the category nominees and winners served as a reminder of what’s been delivered over the past year. In Louder’s case, the recognition reflected the breadth, scale and consistency of the work achieved and value delivered to clients..

In presenting the GMP Service Partner of the Year award, Ollie Walmsley, Tech Partnership Lead, made it clear this category wasn’t focused on agency size - It was about client transformational impact.

According to the criteria shared on the night, partners were assessed on:

• The impact they deliver at executive level
• How effectively they drive adoption and stickiness across Google’s enterprise marketing technology ecosystem
• Their ability to unlock new revenue streams and efficiencies for clients
• The calibre of their client wins, case studies and delivery against targets

Louder was recognised for delivering both exceptional scale, and breadth and diverse scope of services to our customers.

Creativity, engineering and AI converging

Andrew Spalding, Head of Customer Engineering, then pulled back the curtain on what creativity looks like in an AI-first world.

He introduced how Google and partners are using Cloud Products; Vertex AI and GenMedia to transform creative production, not just speeding it up, but fundamentally changing how it happens.

One standout demo featured Nano Banana Pro, Google’s new video AI workflow that turns a small set of brand assets (a few images and a prompt) into fully branded, consistent video content at scale. It showed how creative teams could move from producing a handful of ads to generating hundreds of variations, then refining them down to the strongest outputs.

Beyond the hype, the message was a practical one: creative is moving from manual execution to AI-orchestrated systems. Faster testing. More optionality. Greater efficiency.

Even the slightly chaotic Kahoot hiccup added to the authenticity of the night, a reminder that even in rooms full of AI, things can still go human.

Celebrating the wider partner ecosystem

The night also celebrated excellence across the broader partner network, highlighting the strength and diversity of the ecosystem.

Awards across AI excellence, customer use cases and marketing mix modelling reflected how quickly the market is evolving, and how deeply partners are now embedded in business transformation, not just marketing execution.

It’s competitive. But it’s also collaborative. Everyone in that room is shaping what the next era of digital transformation looks like.

Celebrating the moment

A few of our team were there on the night to collect the award on behalf of Louder, making the most of the food, the wine and a well-earned celebration after a huge year.

But while a few faces were on stage, this win belongs to the entire Louder team, the strategists, engineers, analysts and operators who make the work happen every day behind the scenes.

Looking forward: complexity as opportunity

As Google closed out the evening, the message for 2026 was clear:

• Business models need to adapt, not just optimise.
• Further fragmentation is inevitable, but it can be turned into unified value.
• And in a world of growing complexity, the most valuable partners will be those who make themselves indispensable by simplifying it.

That’s the space Louder is building for - Louder is focused on delivering client value From Technology not just reacting to change - helping clients navigate, shape and win within an evolving marketing landscape; the convergence of marketing in data, technology and cloud.

And while this award marks a huge milestone for us, it’s not the end of the story. It’s the next chapter.

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