Publicis Embraces Search Intelligence

Agency holding company Publicis Groupe has signed with search engine marketing intelligence agency AdGooroo, which will provide its campaign analysis and other services to the French company’s many advertising divisions.

As part of the agreement, AdGooroo will provide its campaign analysis, testing, and optimization technology to Publicis agency units, including SMG Search, Digitas, Moxie Interactive, Denuo and Publicis Groupe Media, which includes Starcom MediaVest Group and ZenithOptimedia.

AdGooroo has already been working with some Publicis agencies for the past year, including SMG Search and Digitas, and is designing its system to work with the holding company’s divisions with a minimum of implementation effort, according to Gary Allen, CEO for AdGooroo.

“The amount of time it takes the next agency to go live with us is the amount of time it takes for a phone call. There is no technology integration needed,” said Allen.

By working with AdGooroo, Allen said Publicis is not only improving the targeting capabilities of its agencies, but is also lending credence to the importance of search engine marketing intelligence, including analysis of competitive campaign.

“On the agency advertising side, it really shows and solidifies the point that competitive intelligence in search is a must have for advance searched marketers,” he said. “For those that may not be doing it yet, they will see that if a company like Publicis is willing to do a deal for all its agencies, then the marketplace is starting to understand that this data is very important for marketers.”