WPP – and its agency network including Wunderman, groupM, grey global, Ogilvy, JWT – have signed on to do a study with Microsoft around whether or not search and brand can go hand-in-hand. Microsoft has been on a long crusade to prove that the click is more than a DR medium; presumably to draw a higher price on its search and display inventory.
This move towards merging brand with every direct element is ongoing. Getting the right tone, lingo and call to action has always been crucial to search marketers. I look forward to seeing the findings of this study. How many of your agencies bring brand and search to the table in today’s client campaign meetings?