Global Deals
Global Deals: Are They Taking Over the World?
Roderick White.
The global cross-platform media deal has, over the last few years, begun to become a serious possibility, as opposed to simply a stalking-horse used by a variety of interests to drive consolidation and concentration among both media owners and media agencies. (Advertisers have had their own consolidation agenda, which in turn affects the other two parties in the equation.)
There is a growing volume of publicised activity in this area (and much that is unpublished), and in this article we set out to examine the factors that...