Nontraditional marketing services are finally getting the credit they deserve
If the industry’s last major wave of acquisitions was largely about adding scale, the current phase of consolidation is putting new emphasis on functional diversification. Three weeks ago, in announcing WPP Group plc’s acquisition of Young & Rubicam Inc., holding company chief executive Martin Sorrell emphasized its nonadvertising assets–as well as its flagship agency network–were the major draw. In February, when Havas said it would pay $2.1
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