14 July 2009
Google may be trying to make peace with some of the most powerful ad agencies around. The search engine behemoth has been been courting multiple Boston firms, like Arnold Worldwide.
Arnold Worldwide has many high profile clients including Amtrak, Carnival, Fidelity Investments, GlaxoSmithKline, Jack Daniels, McDonald's, Ocean Spray, Progressive, RadioShack, Royal Caribbean, Titleist, and Volvo.
Google's attempting to demonstrate to Arnold how free tools like Ad Planner and Google Analytics can be used to help improve the companies. Google's head of the Boston office, Brian Schmidt, explained to D.C. Denison, "The idea is that the more you understand how online advertising really works, the more you'll appreciate Google's value."
Google's efforts may already be showing promise. Arnold Worldwide's chief digital officer, Troy Kelley, said "Google was Skynet. Google was scary; now we're looking to see what we can get out of a relationship."
Other top ad agencies including Digitas, Hill Holliday, and Mullen have also decided to establish dialogue.
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