Search engine giant has brought its new offering ‘Create with Google’ to India. “The division works with advertising agencies, helping them to create better creative solutions for our various products including YouTube,” Ross Jauncey, head, Create With Google, told ETBE, on the sidelines of AdFest in Goa.
Jauncey further clarifies that Google’s new product doesn’t compete with traditional advertising agencies. According to him, advertising agencies including Ogilvy and Mather and Lowe Lintas, were the core audiences of the product, “Create with Google is designed to help them,” Jauncey added.
As for the business model, Google’s new product is completely free for advertising agencies. “The way we look at it is, if agencies create better work for our platforms it allows us to create better case studies, which we can give to our sales team. We look a lot less into incremental revenue of an individual campaign, instead focus on creating impactful campaigns,” he explained.
Further instead of inking separate partnership with individual agencies, for Jauncey, the new division will work with companies or individuals who are in the business of creating assets.
In India, Create with Google is currently lead by Aditya Swamy, who is also head of agency partnerships. The firm is in the process of creating a team in India, that will be based in Mumbai. Jauncey, however, said that he doesn’t know the exact number of staffers the company plans to hire in Mumbai.
In Asia Pacific region, Google operates the division in countries such as Korea, Thailand and Japan, with a total of 30 employees. “Depending on the size and scale of the market, we have built these teams. In some markets there are about four dedicated people who are responsible for this division,” he said.