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由于行业自身的特殊性,国内广告业一直没有经历资本市场运作。但是,随着中国加入世贸组织、竞争的加剧,以及相关产业政策的宽松,给了中国广告业资本运作的契机。2002年以来,资本的力量频频闪显:香港TOM. COM收购内地12家户外媒体广告公司;英国WPP集团、日本博报堂株式会社分别宣布各向上海广告有限公司投资25％股权;奥美广告公司收购中国最大的公关公司之一西岸咨询公司成立西岸奥美;全球最大的专事媒体广告谈判的盟诺(Magna)公司成立中国公司,定位成一家为4A级广告公司服务的企业,并预计将在中国投放20亿元人民币。“山雨欲来风满楼”,如果说资本是实
Due to the particularity of the industry itself, the domestic advertising industry has not experienced the operation of the capital market. However, with China’s accession to the WTO, the intensification of competition and the slackening of related industrial policies have provided an opportunity for China’s advertising industry to capitalize. Since 2002, the power of capital has blinked frequently: TOM.COM of Hong Kong acquired 12 outdoor media advertising companies from the Mainland; WPP Group and Nippon Hamoto Co., Ltd. respectively announced that they each invested 25% equity in Shanghai Advertising Co., Ltd.; Ogilvy & Mather Advertising The company acquired one of China’s largest public relations firm West Bank Consulting Co., Ltd. to set up Ogilvy-On-West in the West Bank. Magna, the world’s largest media advertising agency, set up a Chinese company to position itself as a 4A-level advertising agency, It will put 2 billion yuan in China. “Rain is coming”, if the capital is real