Agency Execs: We Need Less Search, More Branding Opportunities
Financial Times, Wednesday, June 21, 2006 11 AM
It's become an annual occurrence in Cannes: Laura Desmond, the CEO of MediaVest USA--which handles media buying and planning for the likes of P&G, Masterfoods, and Kraft--and other ad industry bigwigs urged marketers to ramp up spending on the Web yesterday at the annual Cannes Lion Advertising Festival. Desmond also told Google and Yahoo that search advertising isn't enough for them to pin their hopes on: "Search alone isn't where marketing is today,' she said, adding that there's a need on the Web for better brand opportunities. For their part, the Web's largest sellers of advertising promised to share more data with advertisers and to persuade them that search can be effectively tied to traditional advertising campaigns. "There is a need for self-education among agencies and clients," said Damian Burns, head of European agency relations at Googlen. He added: "I don't believe that you can have people being exposed to brands on search results day after day without that having an impact on brand building."
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