Media Buying and Selling in the New World of Global Advertising

The authors start by defining global advertising, then describe the process many companies use to make it happen.

Media Buying and Selling in the New World of Global Advertising

The big challenge facing international corporations

Percy FahrbachandHenry Myer–OrtellGruner + Jahr International

For many people in the international advertising world the word 'global' is just a pretentious word. Nobody, it seems, knows for sure what it means. Ask a typical media planner in a media buying service owned by a global advertising agency that is part of a global network about the term and you will not get much of an answer.

'Well, global is sort of worldwide,' a planner explained the other day, 'a bit...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands