Google &/v. advertising agencies

Google has built a 40-person group to court advertising agencies, who have often had a somewhat adversarial relationship with the giant search firm. But now that Google has expanded beyond simple search, it has found a need for more positive and collaborative relationships with ad agencies. The reaction from ad agencies appears to be mixed -- Google is still known to some as a "frenemy" or a "froe". This NYTimes article, "Googling in Person to Make Friends" has an interesting discussion of the development.