As announcements proliferate about the major search engines getting into all sorts of new advertising areas -- particularly Google and their TV experiments -- the race is on for pure search agencies with big-time aspirations to upgrade their BHAG's. One of the first off the mark: Did-It, with the phrase "auctioned media management" being added to the tagline on an article by VP Mark Simon.
No doubt a few of the rest of us have bandied such phrases about in internal PPT strategy sessions.
Basically what it comes down to is a big hairy audacious hope: we pure search agencies do a great job managing paid search. But in 1, 2, 3, 5 years, please, please let us help you buy that other stuff also. Please. For heaven's sake don't just give all the money to Google. There is already a serious faultline in California, and another few megatons of cash won't help at all.
Posted by Andrew Goodman
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