SEL: Google Answers Madison Avenue Fears With Cooperative Gestures

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December 21, 2005

Google Answers Madison Avenue Fears With Cooperative Gestures

In a MediaPost article today by Joe Mandese and Wendy Davis Madison Avenue execs voice mounting concerns about Google's growing media buying/planning presence:

"When Google takes on the print industry, which they are starting to do, it's going to be huge," Peter Gardiner, chief media officer of New York ad agency Deutsch fretted during a recent Advertising Women of New York panel discussion. "They're expanding that to every medium. When they become the search engine for everything the lines really cross over."

In the same article Chris LaSala, "the Google executive who is developing the new agency programs," attempts to assuage their fears:

"Our mission is around technology and scale. The goal is to do that to the benefit of anyone involved: agency, direct customer, big customer, and small customer. To say that we're competing, or that we're getting into that business would be unfair, primarily because what we are doing to support the agency as a customer is quite significant."

The article mentions three agency-focused initiatives Google started:

1) Agency Training (25 sessions this year)
2) System of agency development managers in regional offices "he described their job function as generating information, ideas and programs that will help the agencies and their clients grow their businesses via Google."
3) "The third element is less structured, but equally important. It involves working with Google's product development team to create new products that will help fulfill the goals of agencies and their clients."

Read Google Begins Agency Outreach, Recruits Traditional Media Buyers

And don't miss Google Readies 'Phase Two' Of Print Ads Project.

Garrett French - MarketSmart Interactive | permalink | +marktd |

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