While preparing for the launch of this blog, we have been guided by one simple question: Why start a blog in the search space now? There are numerous blogs that provide daily accounts of the latest news, and there are blogs that provide commentary on that news. Yet, we found few blogs that brought a distinct voice focused in a way we felt could be addressed. GroupM Search holds several distinctions in the search space. Outrider, our direct brand, was the first search agency established inside a communications planning and buying agency. Our agency brands at MediaCom and MEC, as well as our direct unit, have been recognized as award winners by MediaPost, the Interactive Advertising Bureau (IAB), SES and Yahoo. Most of these awards stem from work integrating search into the media mix. And it is this perspective that we feel is underserved in the marketplace and can be addressed here.

We see search as a shift in the advertising space. Consumers’ expression of intent signifies a change that gets lost in Google’s dominance and the tactical discussion of how to be relevant in the search results. The ability to provide a point of view and commentary on the impact this has for our clients, some of the largest buyers of media in the world, is a unique voice brought to the marketplace. The goal here at SearchFuel is to provide exactly what search engines demand – content that is relevant and of value. The content here will not be a rehash of the daily news; you won’t find breakdowns or recaps of conferences. What you will find are immensely talented minds at work. Individuals who are passionate about the industry, the direction its going and the impact those things have on our clients.

Some of what you find here over time may feel irrelevant because the view will be through a prism focused on the trees inside the forest we live. But, we believe a certain butterfly effect exists. What matters to our clients today will be relevant in some way to all clients. What matters now will have impact with varying immediacy to varying groups.

We hope above all else to provide an alternative means to fuel your mind and think about search. If at the end of the day we challenge you and you challenge us in our opinions and perspectives, then SearchFuel is a success. Our challenge is simple – an alternative view to what exists today and a variety of voices delivering that to you daily.

Welcome to SearchFuel.

Chris Copeland is CEO of GroupM Search – The Americas. GroupM Search is the global integrated search marketing specialist within GroupM, with search marketing divisions including Outrider, MediaCom Search, MEC Interaction and MindShare Search.

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