Art & Commerce: Southern Exposure

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The world is open for business. And independent creative agencies based in the U.S. can grow fast out there. Here’s how.

Only an estimated 2 percent of the creative shops in the world’s fast-growing BRIC economies—Brazil, Russia, India and China—are independents. The rest are controlled by holding companies. But the sands are shifting.

If you look at the financial returns of the holding companies, and the number of gold Lions won by creatives in these countries, you can see that the big payouts are roaring out of the BRIC nations.



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