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国际广告公司在一百多年的发展过程中形态发生了巨大的变化。从《广告时代》2003年发布的两份调查(表格1和表格2)报告可以看出,目前国际广告公司的竞争基本上都有资本雄厚的广告集团作为背景。可以说,现代国际广告已经形成了“广告公司比广告、广告集团比资本”的局面。我们接下来将对世界前六大广告集团的成长、发展的历史进行回顾,进而全面感受一下资本如何影响了广告业以及广告业未来在资本作用下将会呈现怎样的形态。 (一)Omnicom Omnicom拥有三个全球运作的广告公司——BBDO、DDB、TBWA以及由业务多样的代理商组成的多元代理服务系统DAS(Diversified Agencies Services)。它
In the course of more than one hundred years, international advertising companies have undergone tremendous changes in their forms. As can be seen from the reports of two surveys (Table 1 and Table 2) published in the “Advertising Times” in 2003, at present, the competition of international advertising companies has basically a strong advertising group as the background. It can be said that modern international advertising has formed a situation where “the advertising company is more than the advertising company and the advertising group is more than the capital”. We will next review the history of the growth and development of the top six advertising groups in the world, and then we will fully understand how capital has affected the future of the advertising industry and the advertising industry. (a) Omnicom Omnicom has three globally operating advertising companies - BBDO, DDB, TBWA, and DAS (Diversified Agencies Services), which consists of a diverse range of agents. it