Google Inc. is now seeking to extend its brand awareness through advertising and has hired a well-known Madison Avenue executive to work with ad agencies on new ways Google products can be used in advertising. They have teamed up with Andy Berndt, co-president of WPP Group PLC's Ogilvy & Mather to be managing director of Google's newly formed Creative Lab unit. This unit's goal is to look for more creative ways Google products can used in marketing pitches. However, this new development has some on Madison Ave weary of the fact that Google may get into the creative services market and becoming the ad agencies largest competitor. On Google's side, a spokeswoman clearly stated that they are "not moving in the ad agency business" and that Google would not work with ad agencies directly. Many feel that this move is a step in the right direction for Google as they continue to grow their company and expand their services.
Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.
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