Google recently agreed to a large global ad deal with Heineken, and it seemed to take agencies and media buyers out of the picture. However Google’s global president of media and platforms Henrique de Castro says that is not the case.
“All of the implementation is happening through agencies,” said de Castro. “No one is being cut out. Agencies still have to do the execution and media buyers still have to do the planning — we are over-complicating this.”
de Castro said that the buy is a strategic one for Heineken, complimenting their TV buy. “Digital used to be a small part of the media mix and now digital is a really large part of the media mix,” he said, referring to how much advertisers spend online vs. traditional venues such as TV. “It’s much more about full integration — YouTube enables extended reach from TV.”
They’re also mobile buys which are part of the equation, however, Google stressed that Heineken’s regular agencies were a part of the plan. “They’re absolutely a part of this,” Mr. de Castro said.
de Castro confirmed that Google will be looking for more of these upfront buys in the future.
Source: AdAge
