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Google might have had ignored or even all the advertisers and put down their bids but the present trend has taken a complete 180 degrees turn as Google finally decides to muster ads for its growing number of services that swarm the we; very successfully.

Advertisers always had their eyes fixed at the huge advertising hub that Google could turn out to be but their eyes were always forced to look away as it maintained itself as an ad-free service, offering nothing else but Google. The changing trend has forced Google to formulate a team that is given the task to persuade agencies to have their clients buy ads on Google sites and user the tools made available by the Search Engine.

(Image courtesy: Peter Wynn Thompson for The New York Times)

What actually is happening is that the G-team is taking the task to market the products it has; YouTube etc and show the agencies huge advertising profits that can be reaped off these services. Jeff Ratner, Managing partner and digital director at Mindshare North America considers Google’s Search to be a must buy as the Search Engine dominates the search market by leaps and bounds but other services aren’t the must buy. What he suggested Google to have was a proper agency that can help them move further into ad-networks.

Many people also speculate or to be exact fear Google gobbling up agencies and replacing their clients; something that is put off by Google’s VP for advertising sales for North America, adding:

I don’t see how we would be able to actually provide a better customer experience to an individual client than an agency can today. There’s no way we could actually line up behind one customer and offer the services and information that an agency can today.

Agencies in particular sound quite threatened but that is bound to happen when you have a giant rumbling in an arena that you already have a lot of competitors in for a fight. But there are some that sound excited at all that Google has to offer as Ashley Vinson, executive at DDB said:

It’s a complete opportunity. It’s like working with a world-class director or production company.

The recent development to make friends as the New York Times reports was at the Leo Burnett’s headquarters, where Google continued its chain of Campus@ events. The whole idea is considered to be worth it as John Condon CEO of Leo Burnett America commented about them, saying:

You’ve got some of the best and brightest people in the industry here. Don’t hold anything back. Milk ’em.

This however is an out-of-the-way tactic as most would get the help of agencies to get clients and market their products; Google on the hand has taken up a shaggy approach to win friends. I mean they even take colored candies with them :s.