YouTube tries a dab of that Old Spice magic to boost advertising sales
You Tube, still struggling to drag big advertisers away from TV, has hired one of America's top digital marketers to change all that
As P&G's top digital marketing director, Lucas was behind Old Spice's "The Man Your Man Could Smell Like" video campaign which helped Wieden + Kennedy win agency of the year in the Webby awards to be presented next month.
Watson had been due to move to a big new role as marketing director in Procter and Gamble's business in Panama . P&G is believed to have worked to keep him - but Google "made an offer too good to refuse," says AdAge.
Google wants to bring in major advertisers such as P&G to YouTube. Until now big marketers have put most of their budgets into TV.
Under Lucas Watson , P&G has tripled its internet ad spending over the past three years to $169 million last year. But TV still swallowed nearly 60% of P&G's media spend last year, with 34% going to print and 5% to the internet.
Google confirmed the hire to the mag, saying: "We're delighted that Lucas will be joining us as Vice President of YouTube Advertising Sales and Marketing, working to further drive our efforts in the rapidly growing video advertising space worldwide."