Publicis moves closer to Google as they plan staff swap

by Staff, Brand Republic 23-Jan-08, 09:20

PARIS - Publicis Groupe is cozying up to Google as the two say they plan to swap staff as part of a partnership aimed at benefiting clients by pooling their respective creative and technical know-how.

The companies' top executives held a joint press conference at Publicis headquarters yesterday, at which they revealed they have been cooperating for the past year. However, they gave few details of what exactly they have been doing together.

Eric Schmidt, Google's chief executive, said "possibly hundreds" of Google employees could take placements within Publicis, which owns Saatchi & Saatchi and Fallon, digital specialist Digitas, and media shops ZenithOptimedia, Zed and Starcom.

Publicis' stance of treating Google as a partner contrasts with the attitude evinced by WPP Group chief executive Sir Martin Sorrell last April when he described the search giant as a "short-term friend and a long-term enemy".

Sorrell said this after Google bid for internet display advertising network DoubleClick, and only weeks before WPP bought similar network 24/7 Real Media.

While Sorrell may believe Google is seeking to take over advertising groups' territory, Maurice Levy, the Publicis chief executive, is inviting the US company across his doorstep.

Levy said: "Google is not a short-term friend and a long-term enemy. It's a real partner.

"The world of advertising has to change. That is what we are building for tomorrow. The partnership with Google is not about creating one product. It is about creating a concept that will work across our whole company."

"We are sharing our information to help Google develop the right platforms and Google is sharing technology to help us develop the best services for our clients."

Schmidt told journalists yesterday: "Google will never become an advertising agency."

Comments

Nick Jones - 23/01/2008

Wrong, wrong, wrong

Gordon Macmillan - 23/01/2008

Why's that?

Martin Cozens - 31/01/2008

I think it's a little naive. Because it removes the entrepreneurial element that clients require from agencies and search specialists. Agencies should be challenging Search Engines' practices, not accepting them into their working model. It is this dynamic attitude that has meant the UK leads other countries in terms of innovation in Search. It's good news for other agencies, though. They will have a point of difference to their clients from Publicis operating companies. The fact that agencies do not have to use the 'Google Model', but can rely on the independent fervour that is created by an agency or specialist from having Google as a supplier rather than a 'partner', is what clients will appreciate and benefit from in terms of performance.