David Kenny on Advertising in a Google World
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: Well, I don’t think Google really replaces everything an advertising agency does. I think they automate media processes. I think they help people find information that’s useful to them. So, we actually think the growth of Google is one of the best things that could happen to our industry because it’s going to automate a lot of the basic transactions, it’s going to make it easier for people to tell us what they’re interested in and easier for us to respond to them. So, in many ways, creating a more open, transparent market only helps us because it creates better opportunities for us to connect to people. I don’t see them moving all the way into personalization and individual brand expression. I think that they’re more about scale activities and we’re more about adaptation.
David Kenny compartmentalizes the role Google plays in the digital ad space.
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