Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Management » Google’s European President Brittin Undertakes New Charm Offensive

Google’s European President Brittin Undertakes New Charm Offensive

Google seems to be striking a more humble and conciliatory tone in Europe — out of necessity. Eric Schmidt, the primary face of Google in Europe, now appears to be stepping aside in favor of Matt Brittin, a UK native and the head of Google’s European operations. Schmidt can be charming but can also come […]

Greg Sterling on June 5, 2015 at 11:49 am

google-eu4-ss-1920

Google seems to be striking a more humble and conciliatory tone in Europe — out of necessity. Eric Schmidt, the primary face of Google in Europe, now appears to be stepping aside in favor of Matt Brittin, a UK native and the head of Google’s European operations.

Schmidt can be charming but can also come off as insufficiently concerned about the different values and standards of Europeans. The fact that he’s an American doesn’t help.

With multiple investigations and complaints against Google throughout Europe and settlement negotiations at something of an impasse, the company appears to have decided to pursue a different course.

Politico conducted a wide-ranging interview with Brittin (whose name is symbolic of the new approach). While Google has always said it wants work out negotiated solutions in Europe, Brittin signaled a more “respectful” approach:

Matt Brittin, who oversees Google’s European activities, said in his first interview addressing the anti-trust charges lodged against the company in April, that while the search engine giant disagrees with the accusations, it remains open to a settlement agreement.

“We want to be pragmatic and get to a point where we can continue to invest in building great products for everyone,” he said.

Brittin acknowledged that Google had failed to explain its business and vision to policymakers in Brussels and elsewhere in Europe, and said that the company was trying to adjust its American-rooted Silicon Valley image.

Brittin emphasized that the vast majority of his 9,000 employees in Europe are themselves European. “We get it,” he offered. However he also said “we respectfully disagree” with the positions of the European Commission and various complainants in Europe.

Brittin offered two lines of defense. He said the mobile market and internet generally were more competitive than ever. He mentioned apps as an implied source of competition and alluded to Facebook without naming the company.

It remains to be seen if the new charm offensive works and whether Google can appease its critics without making the kinds of dramatic changes that they’re calling for.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Marketing ManagementMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.