Agencies bless Yahoo!-Microsoft deal
ADOTAS — Quite the opposite of last year’s fierce industry opposition to a Google-Yahoo! search deal last November, four advertising agency CEOs have given their blessing to the proposed Yahoo!-Microsoft search partnership — and told the Justice Department to kindly pick up the pace of the approval process.
The brief communique written by the American Association of Advertising Agencies (4As) President and CEO Nancy Hill — and signed by agency heavyweights Maurice Levy, chairman and CEO of Publicis Groupe; Martin Sorrell, CEO of WPP; Michael Roth, chairman and CEO of Interpubic Group; and John Wren, president and CEO of Omnicom Group — concluded: “This proposal enhances competition, and should be allowed to take effect as soon as possible.”
That’s an about-face from 4As’ letter last year to the DOJ expressing concern over the Google-Yahoo! proposal. In general, advertisers thought the deal would strangle competition and give too much power to the two companies. Google gave up on the deal when the DOJ threatened to block it with a suit.
Last year Microsoft lobbied ferociously against the Google-Yahoo! deal, and Google bared its teeth in opposition to a Microsoft takeover of Yahoo!. However, the Google brass has remained tight-lipped on this one, with CEO Eric Schmidt claiming the company was waiting for more details to emerge. Now that ad agencies are publicly in the Microsoft/Yahoo! corner in regards to the partnership, Google may stay mum to avoid alienating its ad-industry clients — especially as it aims to make a bigger splash in display.
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