While WPP Group chief Sir Martin Sorrell warns that Google is trying to do an end-run around ad agencies, French rival Publicis is eager to partner with the search giant – and just about anyone else in the online realm.
Publicis, the fourth-largest ad agency holding company, said yesterday it is creating a global ad-buying platform that draws on all four major ad systems operated by Google, Yahoo!, Microsoft and AOL’s Platform A.
The “open source” network will make it easier for advertisers to target audiences across a growing number of Web sites, according to the company.
Publicis’ plan to prevail in the digital age also includes the creation of a new umbrella entity, called VivaKi, that unites its digital ad shop, Digitas, and media-buying firms, including Starcom, MediaVest and Zenith Optimedia.
In contrast to Sorrell’s view, Paris-based Publicis said the ad business has little to fear from the tech titans.
“We believe they are providing the industry with the technology to help us plan and execute campaigns more efficiently,” said David Kenny, manager partner of VivaKi.
In January, Publicis and Google announced a broad collaboration to share resources and know-how, but it was short on specifics.
Meanwhile, Sorrell, who famously called Google a “frenemy,” has now starting calling it a “froe,” suggesting he has soured on the search giant.