Man Overboard

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If there was one thing everybody was sure of about the Bcom3/Publicis deal, it was that Leo Burnett and its Bcom3 sisters had jumped into the last lifeboat as the agency business sailed away for good. There’s room for four big players, tops, the conventional wisdom says. Either you’re part of a globonetwork or you’re the last stegosaurus in the Pleistocene. Everybody knows that.

But who asked everybody? What does being part of an Adzilla with offices in every country but the Axis of Evil really get you, anyway? I’ve worked for three of the four, and I couldn’t tell you what going from big to enormous gets you—or even how it affects what most of us do all day.

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