Why let a European Union Parliamentary inquiry (okay, seminar!) into Google’s data collection system and its proposed acquisition of uber digital marketer DoubleClick spoil interactive marketing dealmaking? That’s what Google obviously believes. According to today’s Guardian, Google CEO Eric Schmidt announced yesterday a new alliance with Publicis, the Paris-based advertising conglomerate. Publicis is the fourth largest advertising company in the world. One of its digital marketing subsidiaries–Digitas–represents such clients as American Express, Bank of China, General Motors, IBM, Miller Brewing, Nestle, and P&G. In the U.S., Publicis works with Coca Cola, Consumer Electronics Association, Denny’s, General Mills, Glaxo Smith Kline, etc.
Mr. Schmidt articulated Google’s vision for its work with Publicis and other marketers (before heading off to Davos). It is, wrote the Guardian, “about building a platform for targeting hundreds of millions of consumers with hundreds of millions of tailored ads in the digital marketplace.” Mr. Schmidt’s new partner–Maurice Levy of Publicis–added his own view about how the two companies would benefit from the alliance. It would foster “building a relationship between a brand and its consumers through an emotional link.”
PS: Via Online Media Daily’s coverage: “… Levy and Schmidt said the alliance involved the sharing of proprietary technical knowledge, as well as insights about advertising and media planning and buying, and involves the exchange of personnel between the two companies…Google has independently been recruiting Madison Avenue expertise at a rapid clip, hiring hundreds of former agency media planners, buyers and account planning executives to help build out a burgeoning advertising and media services organization.”
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