For Google, Small Agencies Are The Right Agencies


You don’t need to work for a large or well known agency to produce marketing communications for Google.
According to Ad Age, Johannes Leonardo and Big Spaceship out of New York and Cutwater, Goodness Mfg. and Muhtayzik/Hoffer on the West Coast have all recently completed projects for the search giant.

The last, a San Francisco-based shop with just 20 staffers that represents one of the newest additions to Google’s agency roster, was unknown — even in ad circles — until September when it released a video to promote Google Mobile and location search for GPS-enabled devices. Dubbed “extremely bizarre” by Mashable, the online ad featured a man uttering the word “pizza” over and over again.

Ad Age reports that The Google will spend close to $30 million on advertising this year. By contrast, Microsoft’s Bing and Yahoo spend millions in measured-media dollars a year with established agencies like WPP’s JWT and Omnicom Group-owned Goodby Silverstein & Partners, respectively.
In related news, “All these little companies with fun names,” says David Lubars, “we’ve kicked their butts.” Lubars is chairman and chief creative officer of Omnicom’s BBDO North America, an 82-year-old Madison Avenue agency with more than 17,000 employees.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.