A world of change

Bruno Beltrami

Bruno Beltrami, managing director of Publieurope the international sales division of the Mediaset Group, looks at the global/local advertising issues, and explains the 'multi-local' approach developed by his company.

A World of Change

Bruno BeltramiPublieurope

If anyone wondered about the unrelenting trend of globalisation in the marketing industry, a few key facts would dispel any doubts. Over the last decade, the global holding companies – WPP, Omnicom, Publicis and Interpublic – have bought pretty much everything of importance on the global agency map.

These companies today control about 70% of the $330 billion in above-the-line media bought and sold across the world. Moreover, despite recent concerns outlined by the World Federation of Advertisers (WFA), the approval of WPP's acquisition of Grey further embeds this trend.

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