Long before globalisation became a buzzword, large international advertising agencies had already gone down that road starting in the 1990s by aggressively expanded their domestic and international networks. According to Singapore Management University corporate communications professor Mark Chong, the preference of clients to streamline and integrate their brand communications across countries spurred communication agencies to gain a foothold in the international market under umbrella holding companies rather than individually.
Business | Marketing
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International Ad Agencies Early Players in the Globalisation Game. (2008). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/306