Having It All

At the height of his American ad empire, Dennis Holt said his goal was to handle every account in the world. Those who didn’t know the founder of Western International Media thought he was kidding. He wasn’t.

Holt knew an empire that stops growing starts to die. Today’s global media empires know the same thing, which is why they aren’t content to wrestle each other for globe-girdling accounts. They are increasingly targeting the small and midsized clients often shared by smaller ad agencies and media shops, too.

“I’m finding that out the hard way,” says the head of one media agency.