The move to hire an advertising agency does not necessarily signal a strategy change for Google. Bartle Bogle has been briefed to come up with an unconventional approach to the search company's products. Google has introduced a number of features in Europe this year, including Google Talk messaging service, Gmail e-mail and Google maps. In the U.S., Google doesn't have an agency of record.
A Google spokesman claimed different agencies work on a project basis but wouldn't identify any of them. The appointment was made by Google's European marketing director, Lorraine Twohill. A Google spokesperson said, "We work with a number of agencies ... Bartle Bogle Hegarty is working on a small project for us."