Relax - Google isn't forming an ad agency.
Bet that a lot of folks here get the morning onslaught of online newsletters from various sources. If so, you may have noticed Tim Armstrong, a top Google exec, saying ""We are not launching an ad agency. It would be mathematically impossible for us to get into that business, and we have no interest in doing it." His rationale: they would have to hire 10K to 20K people to make that happen.
I would be the last person to quarrel with the frighteningly brilliant people at Google - especially about anything mathematical. But if you switch the notion, just a scosh, and say Google can play a hell of a big role in shaping content and controlling the channels of disribution does it matter whether they call themselves a search engine, a network, a content distributor, a widget, or a massively dominant player in the attention economy?
Best,
Jef
I would be the last person to quarrel with the frighteningly brilliant people at Google - especially about anything mathematical. But if you switch the notion, just a scosh, and say Google can play a hell of a big role in shaping content and controlling the channels of disribution does it matter whether they call themselves a search engine, a network, a content distributor, a widget, or a massively dominant player in the attention economy?
Best,
Jef
Tags: ad, agencies, business, engines, forecasts, google, predictions, search, strategy
Replies to This Discussion
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Permalink Reply by TJSwafford on -
The Google "snowball" is just STARTING to trickle downhill...STAND BY.
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Permalink Reply by Steve Hall on -
With what they've got going, they'd be crazy to want to get into the messed up world of ad agencies:-)
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Permalink Reply by TJSwafford on
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I disagree...I think the more shots you take at different angles...the better your chances are of actually hitting something.
anyone else notice that "Google Docs (Beta)" link?
(Sound of a very big business bowling ball starting down an alley)
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Permalink Reply by jef loeb on
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Doing the Shots forecast for US chances at Cannes this year (asked for help from this fine forum, thankee to all who responded) I hit on the idea that there actually are zero ad agencies in the US any more - instead there are 360-viral-buzzbuilding-experiential-WOM-old-new-and-in-between-media-not-to-metion-consumer-engagement-specialists-branders-and-all-the-partridges-in-pear-trees you can name. A bit of an overstatement, ahem, but it does help explain why the domestic digital product is soaring while the more traditional output seems to be flagging (at least in terms of the shows).
The main point is that control of creative ownership and control of content is entirely up for grabs, regardless of the corporate structure or your marketplace posture. While I'm still not sure why Google would need so many people to do what very lean advertising organizations do every day - I'm not sure it matters.
I guess it all comes down to this: Goggle may not choose to call itself an advertising agency. Possibly, because they don't have to. Possibly because it avoids near-term sparks with potential sources of business. But, most likely, because you no longer have to be a "messed up" advertising agency to be the biggest dog on the advertising block.
Jef
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Permalink Reply by Kevin Glennon on
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Why would you need that many people for an ad agency? Were I given a blank check and asked to compete with the biggest names in the business, I'd run out of jobs to fill around 100 or so... and that *includes* media buying.
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Permalink Reply by Michael M::GeniusRocket on
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The Google motto is “Don’t be evil” not “Just be good.” So when they say, “we won’t/can’t be an ad agency,” that sounds like they have an ingenious plan to be some amorphous new juggernaut that will change the very definition of an ad agency. BTW, can you search for this website from China? Just kidding.
--Michael
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Ha! Actually, and not to keep this tenuous thread going, but it's interesting that Google just hired the co-president of a major network agency's NYC office. Adopting something of a Cold War-era, Kremlinological view of the world (if that's a word), it makes me wonder if Google isn't very interested in "becoming an agency" because a) they believe the agency model is obsolete, b) they believe the agency model is irrelevant, c) they are much, much more focused on the channels of information distribution and content is secondary, d) they're intro rising tides lifting all boats (even if some of the passengers will eventually get swept over the side and other mashed metaphors, e) who needs the tsurris at this moment in time or f) their Jedi mind tricks - "pay no attention, we're not becoming an ad agency" - are impressive, young Skywalker.
Best,
Jef
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