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Mergers. Over the past few years, couplings between and among marketing services companies have come fast and furious. The result? A significant increase in the industry’s “concentration” and a larger share of total commission and fee income going into fewer but deeper pockets.
According to a recent analysis by Merrill Lynch’s Lauren Fine, the top 10 advertising organizations accounted for 30 percent of worldwide gross income in 1989; 10 years later, the top 10 share had risen to almost 44 percent.
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