As Google's clients cut budgets and head count, Jeff Levick kick-started a campaign to help customers do more with less.
"Do More With Less" (www.google.com/domorewithless) is a package of tools - ranging from search-engine optimization to trend spotters - designed to help customers make their websites and marketing messages more effective. Some are even free.
"Those things are no longer nice to have. They're must have when you're doing more with less," says Levick, vice president of industry development and marketing, The Americas . "It clearly resonates very, very well when things are tight."
And although Google views this as a time to educate clients instead of have them spend money, it's still looking to benefit in the long run by shifting marketers' thinking. If companies are retrained to think about advertising in terms of measurability and accountability, Levick says, "it will put Google very squarely in their plan."