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世界广告企业的国际化与集团化 1986年,萨奇集团先后兼并巴克基斯彼尔沃格公司、特德·贝茨公司,成为世界第一大广告集团,年营业额达114亿美元,同年,BBDD环球公司与DDB哈泼等跨国广告公司合并,建立奥姆尼康集团,年营业额达50亿美元; L987年,英国跨国传播集团WPP以5.66亿美元购并智威·汤普森公司;同年,英特帕布上克集团与林斯顿·坎贝一爱华合并。 1989年,WPP又以8.6亿美元购并跨国广告集团奧美集团,营业额巨升到160亿美元,超过萨奇公司成为全球广告公司的“巨无霸”。
The internationalization and corporateization of the world’s advertising companies In 1986, the Sachs Group merged with BAKIS-Belvog and Ted Bates to become the world’s largest advertising group, with an annual turnover of 11.4 billion U.S. dollars. , BBDD Universal Corporation and DDB Harper and other multinational advertising companies merged to establish the Omnicom Group, with an annual turnover of 5 billion US dollars; L987, the British multinational communications group WPP with 566 million US dollars to purchase Chiwei Thompson Corporation; the same year, Inter Prabok Group merged with Linston Campbell-Aihua. In 1989, WPP acquired another multinational advertising group, Ogilvy & Mather Group, for US$860 million, and its turnover soared to US$16 billion, surpassing Saatchi’s becoming the “giant” of global advertising companies.