In an announcement on Wednesday Google Inc. and Publicis Groupe have made known their collaboration to enhance advertising technology. The duo have already been working together for about a year now, albeit furtively. The partnership it seems is now headed towards even more projects and a “talent exchange and training scheme†as well.
While Google is often looked upon with suspicion by advertising agencies and has even earned a moniker of a "frenemy" from the WPP chief executive, Sir Martin Sorrell, it is the first announcement of this kind of partnering with advertising agency.
"We are excited about the progress that's been made and about the initiatives already under way,..Google, for example, has established a dedicated global account team for Publicis Groupe, the first of its kind with a global advertising group…Publicis Groupe has been given access to various early-stage advertising technologies. Publicis Groupe is sharing with Google its wealth of agency experience know-how." The two companies stated in an internal memo to Publicis Group staff.
While Google has no plans to enter advertising, both the companies expect that this collaboration will help improve efficiency and efficacy of ad campaigns and media planning.
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