Hasta La Creative!

Google and P&G—two companies with vastly different cultures—have been swapping workers this year in effort to learn from one another and to tighten bonds between the two firms.

According to The Wall Street Journal closer ties are crucial to both sides.

P&G, the biggest advertising spender in the world, is waking up to the reality that the next generation of laundry-detergent, toilet-paper and skin-cream buyers now spends more time online than watching TV. Google craves a bigger slice of P&G’s $8.7 billion annual ad pie as its own revenue growth slows.

P&G doesn’t disclose how it allocates ad spending, but data firm TNS Media Intelligence, which tracks online display advertising, estimates P&G spends just 2% of its total U.S. ad budget online.

Google data indicates that online searches for the word “coupons” is up about 50% over the past 12 months.