Google is to collaborate with Publicis as the French advertising giant looks for the best way to drive revenue through the internet.

The long-term plan to collaborate has been seen as Google putting an end to repeated speculation that it aims to replace the role of traditional advertising groups.

Eric Schmidt, the chief executive of Google, announced plans to install “possibly hundreds” of Google employees in Publicis’ offices across the world. The advertising group behind Saatchi & Saatchi, Fallon and ZenithOptimedia seeks Google’s technical guidance as it aims to strengthen its digital advertising business.

Maurice Levy, the chairman and chief executive of Publicis, said: “The world of advertising has to change. That is what we are building for tomorrow.The partnership with Google is not about creating one product. It is about creating a concept that will work across our whole company.”

Mr Schmidt said the collaboration, which he highlighted was not exclusive, will be of equal benefit to Google, as understanding the creative needs of Publicis’ clients will enable Google to provide the best technical solutions. It will work with Publicis on everything from individual campaigns to using the most effective technology at its media buying arm.

“Google is focused on the technical and far removed from the creative. When we go and see advertisers, this collaboration will give us a much better understanding of their needs,” said Mr Schmidt, who highlighted the “similar corporate cultures” at Publicis and Google.

Mr Schmidt and M Levy said they decided to make their announcement ahead of the World Economic Forum in Davos, citing the event’s chosen theme of collaborative innovation.

Mr Schmidt, who will this week be seeing WPP chief executive Sir Martin Sorrell at Davos, could eventually announce a similar initiative with the British advertising group.

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