Advertising Industry
Industry: Email Alert RSS FeedMr. Sorrell, big agencies are not outpacing smaller rivals.
Advertising Age, April, 2009 by Bloom, Jonah
Byline: Jonah Bloom
"Big agencies are much maligned despite what Campaign and Ad Age would love to suggest, Goliaths are picking up share while the Davids are really under pressure, particularly as credit markets remain frozen.'' That was Martin Sorrell a couple of months ago in Brand Republic asserting that big global ad networks are doing better than their smaller national rivals.
You would expect that to be true. Firstly, because it's Sorrell saying it. Whatever else you may think about the WPP chief, he knows his industry numbers and macroeconomic trends. Secondly, it just sounds right. Large marketers are in consolidation mode right now, paring overstuffed, overcomplicated rosters. Ad Age has reported on purges at Coke, A-B and P&G, to name just...
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