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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.