Google has appointed BBH to handle a project, marking the first time it has spent substantially on above-the-line work outside the US. Previously, it has relied on word-of-mouth and online marketing.
Google first held chemistry meetings with agencies in April. The talks began as the rival search engines Ask Jeeves and MSN Search tried to erode Google's share with marketing pushes by TBWA\ London and McCann Erickson London respectively.
Google, founded by Larry Page and Sergey Brin, is the search engine market leader, with a share of 43.7 per cent in Europe and a reach of 55 million users.
No details about the brief were available. However, a Google spokeswoman said: "In line with Google's policy of working with agencies, BBH is working on a small project for us. We work with a number of agencies on various aspects of our marketing."