Publicis digital agencies Razorfish and DigitasLBi have agreed a deal that sees unprecedented access to create and implement creative campaigns across Google's banner and mobile ad networks, YouTube, and brand pages on Google Plus and Hangouts.

According to AdAge, the deal could see Google work closely with the digital agencies on specific brand campaigns, moving Google closer to major consumer brands than ever before, shifting the traditional focus of television in favour of digital. Despite leading media buyers still spending 62% of their advertising budgets on television, online ads are booming - such as Unilever's Dove campaign, which has drawn 56 million views since April.

If digital shops Razorfish and DigitasLBi can retain that kind of consistency in their campaigns, this unique tie-in with Google could tip the scales in the favour of online.

eMarketer expects Google to account for just over $3 billion in U.S. display advertising in 2013, compared to $2.9 billion for Facebook and $1.3 billion for Yahoo - so the opportunity for growth is tremendous.

Rishad Tobaccowala, chairman of DigitasLBi and Razorfish, explained the money-up-front deal.

"You need scale to get lower prices, and you need scale to get attention. Google wants to become a player in non-search inventory and grow things like YouTube. They have some capabilities to develop content, but that's not the business they really want to be in. We know how to make that engine run."

"The innovation and motivation for the campaign had digital at the core," said Terrance Boone, M.D of business development for the Americas at Google.

"That's the kind of campaign type that we're looking to replicate by having a significant upfront commitment and rallying additional resources like creative planning, content data and analytics. In the past the legacy of the company has been in the performance space. We'll continue to grow there. It's about positioning Google as a partner of choice in the brand space."

There has been no word yet on what Publicis' client and Google rival Microsoft makes of this new arrangement.

You can read a full breakdown of the new partnership on AdAge.