WebProNews

Trading the Bay Bridge for the Arc de Triomphe

Yesterday's cryptic announcement of discussions between CEOs Eric Schmidt and Maurice Levy of Google and Publicis, respectively, cleared up in recent reports.

As noted previously, Publicis and Google put out the word that their top execs had met for a chat. Whatever the topic might have been did not receive a mention initially.

An AdAge report said the two men agreed to embed executives from each other's companies in their respective businesses. The report cited Levy's remark about the exchange: "For a few months or a year, people from Publicis Groupe [companies] will be working at Google, and people from Google will be working at some of our companies," he said.

Other initiatives like new platforms and tools should emerge from the cross-collaborative effort. If it plays out as planned, the program would be a "triple win" for Google, Publicis, and their clients.

We admit to being intrigued by the cross-embedding concept. Imagine if they took it to extremes. Publicis creative types being grilled by Googlers on obscure programming challenges. Google engineers having to pitch some of Publicis' more eccentric clients on ad campaigns.

The exchange isn't going to be that extreme, or entertaining. Publicis does not appear concerned, at least publicly, that Google will destroy its business. WPP leader Martin Sorrell has been much more negative in voicing his opinions about Google, especially its proposed DoubleClick acquisition.