Google Decides to Find Its Creative Side

Google Inc., a champion of the belief that advertising should be less about art and more about science, is embracing its inner creative side.

As it searches for new growth, the company in recent months has focused more on creating custom ad campaigns spanning multiple Google (GOOG) services for big spenders including Hewlett-Packard Co. (HPQ) and Ford Motor Co. (F).

Since the summer, Google has helped J.C. Penney Co. (JCP) and PepsiCo Inc.’s (PEP) Quaker Oats unit launch ad campaigns on YouTube and on some of the hundreds of thousands of sites across which Google sells display ads, along with search ads.

As part of the shift, Google is thinking up and tailoring more ad campaigns in close consultation with ad agencies.

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