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Tech Sector Update: Google Reaches Out To the Advertising Industry

September 27, 2012

With the rise of digital media as a multifaceted platform to engage consumer interest, advertisers across the globe are collaborating with Internet and software giant Google Inc. to reach a wider demographic of tech-savvy shoppers. In response to the increased demand from marketers, the corporation has instituted a number of innovative projects designed to maximize the capabilities of existing analytics and technology products, an approach that is gradually proving its worth thanks to the leadership of Torrence Boone, Google’s current Managing Director of Agency Business Relations for North America. The former C.E.O. of Enfatico, a venture launched by Dell that generated annual revenue of approximately $100 million before folding in April 2009, Boone assumed the post previously held by Erin Clift who left Google for AOL last year. Prior to his tenure at Enfatico, Torrence Boone spent seven years as President of digital and direct marketing firm Digitas Boston.

Speaking on the topic of Google’s current endeavors to expand the scope of its relationship with the advertising world, Vice President of Global Agency and Industry Development Penry Price highlighted the value of agency partnerships while shedding light on the important role that Torrence Boone plays in facilitating these key relationships in a symbiotic manner. More now than ever before, Google wants to assure Madison Avenue that it remains fully committed to addressing agency needs in a capacity that goes far beyond simply running ads purely to generate revenue for the corporation itself. Acutely aware that agencies are seeking new ways to reach the buying public via smartphone or tablet, Google is also in the process of establishing a foothold in the tech hardware game with its recent acquisition of Motorola and the launch of the Nexus 7 tablet and Nexus Q media device. A longtime marketing sector insider who understands and appreciates the agency culture, Torrence Boone appears to be the right person to help Google accomplish its goals.

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