In an apparent jab at Sir Martin Sorrell and WPP, France-based Publicis Chairman Maurice Levy referred to his company’s partnership with Google:
“Google is not a short-term friend and a long-term enemy. It’s a real partner,” Levy said.
Google would exchange its technological know-how for Publicis’s analytical and media planning expertise.
Sir Sorrell has demonstrated a desire to position WPP as a leading new media force. Last year he acquired 24/7 RealMedia for $649M. That not only gave WPP an edge in the ad networking business, but also in search marketing, which is Google’s bread and butter.
Google, on its end, is being coy by saying that it is not targeting advertisers directly, but rather, trying to cooperate with ad agencies who historically have been and will remain gatekeepers to the $300B US marketing ecosystem, of which only $25B is spent online in the US, and of which Google commands roughly 40%.
Publicis, on the other hand, has not shown the inclination to dive deep into complimentary digital assets (despite the Digitas acquisition which was a digital ad agency), as WPP has. In addition to the 247 RealMedia acquisition, WPP has invested in Spotrunner (a 3% stake) as well as VideoEgg (in its Series D round).
It is unclear right now which strategy will pan out over time. With all due respect to Publicis, I think WPP is taking the better approach because over time all media will be procured online… and if ad agencies want to own and protect their marketing terrain, then owning seems smarter than partnering. However, Publicis deserves kudos for the more diplomatic stance, for WPP’s Sorrell might regret picking a fight with Google in a digital ring.
Time will tell, of course.
Related:
- Tech Meets Media: MSFT buys aQuantive; 247RealMedia scooped up by WPP
- Is WPP Over-Exposing Itself to UGC?
- Google vs. Major Ad Agencies
- WPP eyes Nurun: Quebecor Media vs. Quebecor World: A sign of things to come?
Digg this Blog
Share on Facebook
WatchMojo on Twitter
WatchMojo on YouTube
Add to Favorites
WatchMojo Newsletter
PLAY
