Google Lends a Helping Hand to Madison Ave. on Digital Proficiency - NYTimes.com

Free training, pre-sales -- sometimes a fine line

"Although “there’s been an incredible amount of progress in terms of the agency ecosystem’s embracing of digital platforms and products, the ask for the industry is, How do we get digital more embedded as a way we think about campaign development?” Mr. Boone said. “Digital acumen still can be thought of, used as, an add-on. We want to make it a starting point.”

The decision by Google to offer the Squared program reflects that while digital advertising may have come a long way, baby, to quote another vintage campaign, digital specialists like Google could certainly benefit further if Madison Avenue became more skilled at — and comfortable with — the likes of social media, search engine optimization and web video series."

Google Lends a Helping Hand to Madison Ave. on Digital Proficiency - NYTimes.com