Google Creates New Company Alphabet Where Google Is A Subsidiary

One of the largest companies in the world Google has announced it has had an organisational restructure, creating a new company Alphabet, of which Google will be a subsidiary.
The actual internet/search engine structure of Google will remain unchanged and will be a company underneath Alphabet, sitting alongside other non-online businesses Google currently undertakes. The new structure sees Alphabet become a collection of companies, in which Google is just one of them, albeit a large one.
The announcement was made via a blog post from Larry Page, co-founder of Google, both on the official Google blog as well as the new website for Alphabet.
Page probably puts it best in his blog post: “What is Alphabet? Alphabet is mostly a collection of companies. The largest of which, of course, is Google. This newer Google is a bit slimmed down, with the companies that are pretty far afield of our main Internet products contained in Alphabet instead.
“What do we mean by far afield? Good examples are our health efforts: Life Sciences (that works on the glucose-sensing contact lens), and Calico (focused on longevity).”
This means the company will be able to have more management control, and able to run various companies separate to Google, said Page.
Explaining the thought process behind the change, Page said companies have become comfortable making very small changes, however in a tech space changing as rapidly as the one today, “you need to be a bit uncomfortable to stay relevant”.
Running Alphabet will be Page as CEO and other Google co-founder Sergey Brin as president.
When co-founding Google 11 years ago, Page and Brin said: “Google is not a conventional company. We do not intend to become one.”
And the announcement today sure underpins this mentality.
“For Sergey and me this is a very exciting new chapter in the life of Google – the birth of Alphabet,” wrote Page.
“We liked the name Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations, and is the core of how we index with Google search!”
The model, writes Page, will have one CEO at the helm of each business, “with Sergey and me in service to them as needed”.
“We will rigorously handle capital allocation and work to make sure each business is executing well. We’ll also make sure we have a great CEO for each business, and we’ll determine their compensation.
“In addition, with this new structure we plan to implement segment reporting for our Q4 results, where Google financials will be provided separately than those for the rest of Alphabet businesses as a whole.”
When it comes to the stock market, Page said the name Google Inc. will be replaced by Alphabet Inc, will all shares converting to Alphabet. Google is now a subsidiary of Alphabet.
The two classes of shares, Google and Alphabet, will still trade on the US stock exchange NASDAQ under GOOGL and GOOG.
Read Page’s full announcement here.
Already Page’s Wikipedia page has changed to be the CEO of Alphabet, with a brand new page dedicated to Alphabet.
Latest News

Telstra Fined $3m By ACMA After Wrongfully Charging Customers
Do you fume every time the phone bill arrives? Take the rage 'next level' with this dodgy Telstra news.

Qantas, Optus, Andrew O’Keefe! It’s 2023’s Most Momentous F#ck Ups!
Typically, B&T likes to champion the best & the brave. However, today we're honouring 2023's most memorable calamities.

Albo To Establish Copyright & AI Reference Group To Help Protect Creative Industries
It's industry news from Canberra that thankfully doesn't involve public servants misbehaving at the taxpayers' expense.

You Can Now Buy A Single McNugget To Celebrate Its 40th Birthday
McDonald's famous menu item, the McNugget, turns 40 this year. And cardiothoracic surgeons everywhere are celebrating.

Introducing Yahoo Blueprint: A New AI-powered Suite For Better Ad Performance & Optimisation
Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]

Do Your Shopping On Company Time Says Cheesy Retro Spot From Amazon
Counting the days down till Christmas by doing as little as possible bar a spot of online shopping? This will resonate.

New Monash University Campaign Asks: Would Your Younger Self Be Proud?
Have a painful, inert sense you've f#cked your life up? Shine a light on things via this cavity searching campaign.

Foot Locker & Nike Recruit NBA’s Kevin Durant To Hype Up The Holidays
Foot Locker, in collaboration with Nike, has teamed up with Preacher and BURN for the launch of its global holiday campaign, “The Heart of Sneakers”. Directed by Greg Hardes and starring NBA’s Kevin Durant, the commercial is part of a larger Foot Locker rollout out which also features the likes of LaMelo Ball and Anthony […]

TEAM LEWIS Announces Rapid Expansion Of Its Australian Team With 10 New Hires
TEAM LEWIS, the global marketing agency, has announced plans to rapidly expand its Australia team with 10 new hires, including Head of Creative and Head of Social roles. Lead image: TEAM LEWIS, left to right – Chris McGhee, Director, AU; Smitha Virik, Regional Head of Client Services, APAC; Martin Harkin, Managing Director, AU. The independent […]

Icon & Snack Drawer Appointed Meta PR Agencies Of Record
Meta has appointed Icon Agency and Snack Drawer as its Australian PR agencies of record, and Pead as its New Zealand PR agency of record, following a competitive pitch process. Together, Icon Agency and Pead will deliver a mix of corporate, B2B, policy, and consumer communications in Australia and New Zealand respectively. Snack Drawer will […]

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]

oOh!media Names Lisa Green As Its chief People & Culture Officer
Planning on getting boozed up at the oOh! Chrissie bash? Beware, a new chief people & culture officer is in town.

Anathea Ruys Sits Down For 10 Fast Questions On Agency Culture & Renovating Her Laundry Room
It's 10 quick ones with UM's Anathea Ruys. Even quicker if you've recently completed a speed reading course.

Keep Left Launches Brand Campaign ‘When ‘It’ Happens’ For PassportCard
Keep Left is, of course, a creative agency and not some rabid Karl Marx sympathiser.

Thinkerbell Turns Iconic Menulog Delivery Bag Into A Star Studded Handbag For Christina Aguilera
Work with Gen Xers who constantly whine "music was better in my day"? Two words today - Christina and Aguilera.

IMAA Announces New Board For 2024
Indie industry body unveils its 2024 board. Promises to continue to highly irritate the holding companies.

Havas & Reckitt Unleash “Flyhunt” Campaign for Mortein, Turning Billions of Flies into Billions of Ads
With the “Louie The Flyhunt” campaign, Australians are invited to participate in a unique experience that combines traditional manhunt tropes with cutting-edge technology. Set against the backdrop of the opening of Australia’s fly season, Mortein’s campaign features the notorious Australian icon, Louie the Fly, as the target in a thrilling fly hunt. Wanted posters featuring […]

Why Marketers Are Leaving Millions On The Table With Inefficient Tech Stacks
Worried you've got inefficient tech stacks? Discover the awful truth here. It'll be no help for inefficient colleagues.

REVEALED: Australia’s Greatest-Ever Ad!!!
You voted and now B&T can reveal Australia's greatest EVER ad! Yes, Ali Baba Kebabs can feel rightly aggrieved.

The Royals & Ryvalmedia Win Big In B&T’s Top-Performing Agencies For November
Which agency chiefs will be collecting their Christmas bonuses? Discover the truth with this 'who's hot' barometer.

George P. Johnson Announces Leadership Changes
Changes at the top at George P. Johnson today. The middle and the bottom given the order to stand down.

Monday TV Ratings: The 1% Club Scores Seven A Win
Game shows continuing to rate well with TV viewers. Yet, that's not to say we need Andrew O'Keefe back anytime soon.

Free TV Comes Out Swinging Over Sports Rights After Amazon Snares The Cricket
Industry body says free TV sports rights are under threat. Meanwhile Wallabies declare they've all but given up.

Westpac Shows Optus How To Apologise
Westpac delivers on its crisis communication. Also see Westpac board trying to save their collective arses.

Triple J Announces Hottest 100 2023 Dates
This year's Hottest 100 deets announced. With B&T predicting big things for Nollsy's KFC ad.

A Professional Cheese Sculptor Stars For Wacky Ads For US University
Hating the job right now? These uni ads could (A) inspire you to new things or (B) give you a laugh, albeit a brief one.

Don’t Be THAT Perfectionist….Enter B&T’s 30 Under 30 Awards, Presented By Vevo, Now!
Work with people who endlessly say "things were better in my day"? Sounds like you're a real contender for 30 Under 30.

We Are Warriors & R/GA To Produce City Of Sydney’s Calling Country & New Year’s Eve Fireworks
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]

Data Is King. So How Can Marketers Survive Privacy Reforms?
There's a fine line between proper use of customer data and a $50K fine from the ACCC. Save your cash with this read.

Chery Launches New Tiggo 7 Pro In Australian Market With Creative Campaign Via Chello
Chinese EVs continuing to flood into the Aussie market. Clearly no reciprocal agreement with our wine and barley.

Isuzu UTE Extends A-Leagues Partnership Through To 2026
Isuzu UTE extends its A-Leagues partnership. Also desperately hoping the fans don't behave like dickheads.

Seven Network Unveils New Advanced Advertising Division
Seven unveils its new advanced advertising division. No sign of official scarlet red team tracksuits, however.

“Give An F About the Flags”: Surf Life Saving Australia Launches Summer Campaign Via Banter
Every Australian should know to swim between the flags. That and Bradman's average and most of the words to Khe Sanh.

Toyota & HCLTech To Appear On Aussie Cricketers’ Shirts This Summer
You can almost hear leather on willow with this news. Unless someone's being attacked with a cricket bat in your office.

G Squared Bolsters Paid Media & Search With Key Hires
G Squared announces key hires in its paid search team. Although we appreciate not everyone's a fan of paid search.

“Extinction Greenwashing”: Supermarkets Target Of ACCC Complaint Over Misleading Salmon Claims
Yet again claims about Tasmanian salmon catch watchdog's ire, as chickens declare we're ridgy-didge.