Google not to launch an ad agency

Published: 26 Sep 2007

“We are not launching an ad agency,” Tim Armstrong, Google’s President, Advertising and Commerce, North America told mediapost.com. “It would be mathematically impossible for us to get into that business, and we have no interest in doing it.”

The company recently hired Andy Berndt, co-President of Ogilvy & Mather’s Ogilvy New York, to become Managing Director of the newly created Google Creative Lab.

Berndt will be joining Google later this year, the company said, and will report to David Lawee, Google’s VP-marketing.

According to a company spokesperson, Google Creative Lab will develop creative for Google’s own products and services for the business and consumer markets. It will also work on a “creative-to-creative level” with agencies around Google’s advertising platforms and products.

Armstrong reportedly said that the search giant tapped Berndt to help market Google products in a better way and to help Google work better with agencies--not eclipse them. Berndt will lead a division focused on “thinking creatively about how we market our own products and services,” said Armstrong, so that the reasons an agency partner had for choosing to use Google Gadget Ads, for example, were clear to other advertisers.

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