Ch18 Article 3 - A New Odd Couple: Google, P&G Swap Workers...

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Page 1 of 4 2009 Factiva, Inc. All rights reserved. By Ellen Byron 1,952 words 19 November 2008 The Wall Street Journal J A1 English contrast, Google Inc. staffers are urged to wander the halls on company-provided scooters and brainstorm on public whiteboards. Now, this odd couple thinks they have something to gain from one another -- so they've started swapping employees. So far, about two-dozen staffers from the two companies have spent weeks dipping into each other's staff training programs and sitting in on meetings where business plans get hammered out. The initiative has drawn little notice. Previously, neither company had granted this kind of access to outsiders. reality that the next generation of laundry-detergent, toilet-paper and skin-cream buyers now spends more revenue growth slows. The struggle by these two heavyweights to formulate successful strategies highlights how tough it is for myriad other companies, from newspapers to auto makers, to profit from Americans' rush online. innovation manager," a job that didn't exist until last spring. Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours understanding consumers, it even tracks people's tooth-brushing strokes -- spends only a sliver of its ad budget online. Google already controls 74% of so-called "search term" advertising spending, according to research firm eMarketer Inc. So persuading deep-pocketed advertisers to shift away from TV to instead showcase their brands, say, on YouTube, Google's video-sharing site, is critical. Currently, TV snags nearly 40% of the world's total advertising spending, according to ZenithOptimedia, an ad-buying unit of Publicis Groupe. The rapid spread of high-speed Internet access "has been the biggest disruption to marketing," says Rob Norman, CEO of WPP Group's media-buying firm, GroupM Interaction Worldwide. A key factor, he argues: TV-watchers are passive viewers. But Internet-surfers are tougher to reach because they take a more active role in what they choose to view. As the two companies started working together, the gulf between them quickly became apparent. In April,
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This note was uploaded on 01/26/2011 for the course MKT 337h taught by Professor Staff during the Spring '08 term at University of Texas at Austin.

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Ch18 Article 3 - A New Odd Couple: Google, P&G Swap Workers...

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