一场场漂亮的收购战改变了全球广告业的格局,一串串闪亮的名字,在资本大亨的手中组成惊人的广告集团。在这些巨头跨入中国市场十多年时间里,面对的是一个特殊的市场。在这里,媒体掌握话语权,客户普遍抱有创业心态,更加看重广告的结果,媒介代理公司的整合历程艰难。无论如何,他们正变得更加强大。 A beautiful takeover war has changed the pattern of the global advertising industry, a string of shiny name, in the hands of capital tycoons form a stunning advertising group. In these giants into the Chinese market more than 10 years, the face is a special market. Here, the media have the right to speak, customers generally have entrepreneurial mentality, pay more attention to the results of advertising, media agency integration difficult. Anyway, they are getting stronger.