International: Google Launches In-House Agency
What Doesn't It Do? The Search Giant Taps Ogilvy Big to Promote Its Wares
Google has a new marketer it's looking to help using its array of creative products and ad-targeting tools: itself.
The search giant is launching an in-house agency to handle all of its own advertising needs and, as first reported on AdAge.com, has lured Andy Berndt away from his post as co-president of Ogilvy & Mather, New York, to lead it.
The hire, along with Google's first major consumer-public-relations outreach, represents a new focus on consumer marketing and PR and a definite shift in tack for a company that has largely shunned any sort of organized self-promotion. It's also perhaps an admission that massive word-of-mouth endorsement around a hit in one category -- here, search -- and a brand that has entered the cultural lexicon doesn't automatically translate to other products.
Low priority
Google admits its own consumer marketing hasn't been a high priority in its brief 10-year history.
"We haven't spent a lot of time internally thinking about marketing our own products and services," Tim Armstrong, Google's president-advertising and commerce, North America, told reporters at an industry press day last week. He also said one of Mr. Berndt's roles would be to use Google's own products and services to create marketing executions that "other agencies can look at as examples."
Google, it seemed, was content to let others do its marketing, as with a Pontiac TV ad that directed viewers to search for the automaker on Google and a recent deal with the movie "Bourne Ultimatum" that used Google products in a promotion that aired ads in cinemas, among other channels.
And it has flirted with the concept of more-traditional advertising: Talks in November 2005 with several large general-advertising agencies went nowhere, although earlier that year Google had hired Crispin Porter & Bogusky to craft radio spots and print ads for its Google Local product. It has worked with agencies on a project basis for years, both in the U.S. and abroad, but has never been proactive in marketing its various products -- unusual for a company that bases 99% of its revenue on advertising.
Bragging rights
"Google was one of those companies like JetBlue and Starbucks who were very busy bragging about the fact they haven't done advertising," said Greg Stuart, former head of the Interactive Advertising Bureau and co-author of "What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds." "Everybody does marketing whether they hire someone to do it or not. How you position a business, articulate a business, serve your customers, is all a part of the business."
So why is Google now conceding it needs to do some marketing? It's got more products now than ever -- including a suite of applications bolstered last week with the introduction of presentation software, photo-sharing services, a social-networking site and mobile offerings such as the recently acquired Grand Central.
And that's not to mention the 15 or so products it's testing in its Google Labs. Despite all of that, search arguably, along with maps and mail, is Google's bona fide consumer hit.
"In the next three to five years, they will need a new, big, major, profitable market," said Mike Vorhaus, managing director of Frank N. Magid Associates.
Hoping to introduce the company's offerings to a broader audience, on Oct. 3, the New York PR team will host an event to show the likes of Real Simple and "Today" how consumers can create photo albums with Picasa. And it recently launched Google Sky in a "Good Morning America" segment.
'Like everybody else'
"In some respects Google has been a one-trick pony with search, but lightning doesn't strike twice often; very few people win the lotto twice," Mr. Stuart said. "When you don't hit lotto, you need to grind it out and build a business like everybody else."
One new product Google insists it is not launching: an agency. The agency world was atwitter last week with the news of Mr. Berndt's hire, and several industry execs wondered privately whether this was Google's play to get into the agency business. Mr. Berndt, who will report to David Lawee, VP-marketing, has a unique mix of creative and account-management experience, making him an ideal candidate for such a venture.
"Google is not getting into the agency business," Mr. Armstrong said, citing all the personnel requirements of a marketing services shop. "It would be mathematically impossible for us to get into that."
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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