Google’s $100Mn deal with Publicis Groupe raises big questions for the media industry

Following the deal in October with MediaVest, Publicis Omnicom Groupe is doubling down on its bet on digital with the largest upfront media buy that Google has agreed to date. However, as the insightful comments on this article from AdAge point out, Google’s latest $100 Million deal with POG agencies DigitasLBi and Razorfish raises big questions for…

Advertisement

The difference is in the data

The commoditisation of media management is creeping ever upwards towards the top of the value chain – data management. In a world where measurable value is everything, it all comes down to the data; how clean and complete it is and how you handle it. Despite the pleas of creatives and content evangelists, they will always be…

2012: When online marketing becomes marketing

[First published as an UpFronts column in Figaro Magazine on 3/01/12] This year opened with the predictable news that online marketing budgets were on the increase once again (72% of companies said they were increasing by 35% on average) and much has been made of the increasing budget allocated to online channels, mainly at the…

Google takes its first bite of the Apple

[Originally published on 6/1/10 on the Greenlight blog here] So, less than a month after filing the trademark application for the ‘Nexus One’, Google has launched its first hardware retail product direct to consumers and starts a direct assault on Apple’s dominance of the mobile sector. This is a great example of ‘speed to market’…