Google is teaming up with Vogue publisher Condé Nast and French ad giant Publicis Groupe to create a new marketing company geared towards luxury brands. Announced at the Cannes Lions Festival, the firm will be called La Maison, meaning “home” in French.
The new unit will assist Publicis’ clients, such as Citigroup and T-Mobile, in identifying the latest fashion and technology trends, and will create content aimed at affluent consumers. The company will help brands keep up with digital innovation and emerging markets like China.
As part of the service, Condé Nast’s Branded Content Group will create original content, including editorial, photography and digital video, for La Maison clients. The content will be distributed across Condé’s media channels, as well as Google and YouTube.
Google will also provide data and insights into consumers’ online habits, including breaking down their interests by mobile, tablet, and desktop. It will also draw on YouTube video search topics to create monthly reports.