Media Buying Briefing: Crossmedia’s global goals are to localize where holdcos can’t
Although it’s safe to predict that a good portion of the expected crush of mergers and acquisitions in the agency landscape will happen in the U.S., recent signals point toward consolidation and scale-seeking on a global level.
And not just by the major holding companies either — although last week brought news that Publicis bought a Brazilian influencer marketing firm (see Antoinette Siu’s story below in Speed Reading) while Havas bought an Argentinian creative shop.
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Source:: Digiday
