Google Creative Labs and Storytelling

In Adage:  In particular I like the statement that the storytellers can also influence the product.  Essentially innovation via design.   Closing the loop.  " ... How does Google manage to do some of the most creative advertising around?  Robert Wong, chief creative officer at Google Creative Lab, the internal agency responsible for most of Google's product marketing, told attendees at the Advertising Age Digital Conference Wednesday that it's a combination of understanding the company's own culture and story, and then demonstrating the product in the most empathetic way possible. ... "