Global Deals: The Next Big Thing?

This piece introduces three articles on various aspects of 'global deals'. While global deals have been established for a long time (Readers' Digest and Time among others), it is the complexity that is new.

Global Deals

Global Deals: The Next Big Thing?

The forces of consolidation and concentration that have dominated big business in recent years have inevitably raised questions and provoked actions in the field of relationships between media owners, advertisers and agencies.

As media owners have sought to build global empires that embrace a variety of different media, including most recently so-called new media, it has looked possible for advertisers (or their agencies) to gain competitive advantage by making deals with media owners that cross national boundaries and media platforms. The time has come for the global cross-platform deal.

The concept is...

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