Global Agreements: A New Solution to an Old Problem

Jonathan Lace draws on his book 'Paying for Advertising in Europe' in this wide-ranging discussion on global agreements with emphasis being placed on methods of remuneration and payment by results.

Global Deals

Global Agreements: A New Solution to an Old Problem

Jonathon Lace, Southampton Business School

The global/local divide in advertising has been one of the most debated issues in the past 20 years. In 1984, shortly after Ted Levitts paper on globalisation...