Google Creates New Role for Agency Vet

After consolidating its agency relations team last year, Google has created a new managing director of agency development position and named an agency vet to fill it.

Torrence Boone will now head up Google’s North American agency business, working alongside Penry Price, the firm’s VP of global agency and industry development. Google said it created Boone’s position in order to better focus on the North American agency market. Boone will start his new gig January 19, and will be based in New York.

In May, Google merged its agency relations team under Price, in an effort to better serve industry verticals and overseas agency clients. Price now leads the agency staff in the U.S. and Europe and will continue in that role. The agency team previously reported to their respective regional sales division heads.

As manager of the North American agency staff, Boone is tasked with developing Google’s agency partnerships and finding ways for agencies to use Google tools and products.

A former president of Digitas Boston, Boone most recently was CEO of Enfatico, a WPP-owned firm created to service Dell. Boone reportedly left Enfatico amid the firm’s apparent deconstruction by WPP.

“Continued advertising industry growth is essential to the future of our business, and agencies are a critical part of that growth,” said Price in a statement sent to ClickZ News. “Torrence’s track record in the advertising industry and understanding of agency nuances position him well to help agencies succeed in creating relevant, effective and scalable advertising that engages consumers. He will closely collaborate with the agency community and the Google team to provide the tools and platform to help create, scale and measure the success of advertising campaigns.”