Google Will Not Kill the Agency Star, Says Publicis CEO

While the business model for advertising agencies needs change, Publicis CEO Maurice Levy says that agencies will adapt and not become obsolete. Levy says that agencies are the ones who develop the creative, something that companies like Google, Microsoft and Yahoo do not provide.

Agencies do need to gain a better understanding of new media in order to develop better creatives for channels such as video games and cell phones, according to Levy. Publicis may be well on its way to doing just that, having acquired digital agency Digitas Inc for $1.3 billion last year.

About the author

Nathania was a Search Engine Watch news correspondent from 2008 to 2010. Before that, she held positions as Senior Editor at Bold Interactive and Search Marketing Copywriter at Fortune Interactive.