Google is beefing up its agency relations team with the addition of former Enfatico CEO Torrence Boone.
Boone is Google's new managing director of agency relations for North America. He will work under Penry Price, vp of global agency and industry development, as Google attempts to craft close relationships with shops that have often viewed it warily.
Boone led the WPP Group's unsuccessful attempt to craft a dedicated agency for Dell. Prior to being named to head Enfatico, Boone was president of Digitas Boston.
"Agencies are some of our most important partners," Price said in a statement. "They're crucial to the growth of the advertising industry and Torrence will work closely with them to ensure that Google adds value for agencies and their clients, and develops products to address their most important needs."
Google's agency relations team works with shops to craft campaigns that use Google's analytics and tech products.
Boone's appointment follows the departure of Erin Clift, Google's previous head of North American agency relations. Clift left the company in June to join AOL, now helmed by former Google top ad sales executive Tim Armstrong.
Prior to joining Digitas, Boone held roles at Avenue A (now Razorfish) and Bain & Co.
Boone was tapped to lead what was then called The Da Vinci Project in May 2008. At the time, the effort was heralded as an experiment in crafting the agency of the future by bringing together an integrated shop dedicated to Dell. The shop struggled from its inception, and WPP finally folded it into Y&R last April.