Google taps Bartle Bogle for Europe biz

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[London] Google has hired its first European creative shop in a bid to develop a coherent marketing strategy across the continent. Bartle Bogle Hegarty has been appointed to work with Google, which until now has relied mainly on word of mouth and Internet marketing to grow the brand. Until now, Google has worked with a number of agencies in Europe, including Carat and direct-marketing agency Sprout, London.

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."

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