Google appoints Essence for digital media task

LONDON - Google has appointed Essence to handle the display media planning and buying for its new pan-European campaign to promote the Google Chrome browser.

Essence is now responsible for overseeing the implementation of the online campaign in eight countries, including the UK, Germany, France and Spain. 

The campaign includes homepage takeovers and display ads, as well the creation of a social application built on the Google App Engine that encourages existing Chrome users to wrap the software in their favourite theme, and share it with others at the specially created site www.givechrome.com.

The work is expected to reach an estimated 178 million users across sites such as Facebook, YouTube, eBay and Yahoo!.

Last year, Google announced that it had appointed Glue London and BBH Labs to handle the global communications strategy and advertising on the campaign, while OMD was revealed as being responsible for its offline media strategy.

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