Google’s Restructure To Alphabet “Makes Perfect Sense”: Deepend

Kiev, Ukraine - December 03, 2011 - Woman hands holding and touching on Apple iPad2 with Google search web page on a screen. This second generation Apple iPad2 is designed and development by Apple inc. and launched in march 2011.
SHARE
THIS



Many were caught off-guard yesterday when Google announced it was restructuring its organisation, creating a new company called Alphabet of which the Google we know is becoming a subsidiary.

However, Dan Robathan, general manager at digital agency Deepend, said it makes perfect sense for the tech overlord.

“By separating out all bits of the business that don’t focus on the internet it will mean Google can return to its original purpose of owning that space,” he told B&T.

“It will allow the more diverse areas of what was Google, health and drones etc mentioned in Larry’s post, to be more agile and set their own agenda. Alphabet gives them a licence to keep changing the way we live without any risk to their core business. It makes perfect sense.”

As reported yesterday, co-founder of Google Larry Page announced the company restructure via a blog post, explaining the new Alphabet as a collection of companies, of which Google is just one of them, albeit a big one.

“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,” he wrote.

“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).”

There’s a number of reasons why Google would do this – of which we look at 10 of them here – and Deepend’s managing partner Chris Crammond echoed Robathan’s sentiment that it’s in Google’s nature to do something like this.

“It’s reflective of their increasing diversification and the need to have specialist management across what are now very different business units,” he said.

“They have spread pretty far from their original search focusesd business, investing heavily in areas like Health Sciences, Drone delivery services and even a Broadband arm; all of which operate in completely different competitive environments.”

This change is going to be the first of many, reckons Jared Woods, social media lead at communications agency History Will Be Kind.

“Splitting out their experimental and B2B services from more consumer and social offerings can only make it easier for customers to interact with the platforms,” he said, “and by extension, for Google to concentrate on a range of strategies without becoming weighed down in building an omnimarket solution.”

Please login with linkedin to comment

Advertising Standards Bureau PRIA social network yougov

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]