Back Seat Marketers

The WSJ reports today that P&G and Google are swapping employees to get a better understanding of each other. With P&G as one of the leading advertising companies in the world, this move has long reaching upside for Google and P&G.

I’ve noted that Yahoo and Google shouldn’t be focusing on each other, they should focus on growing the market and this move goes further than replicating the Madison Avenue model. If Google can show how it creates value to P&G, and P&G can explain how it builds brands, these two players will revolutionize how interactive marketing is done.

During downturns, companies are forced to find new ways to compete that are under-leveraged while creating real consumer value. What P&G begins testing out of this relationship will be worth watching. At a minimum, Google will better understand what big companies need and how to go after a bigger piece of the traditional marketing pie.