TITLE

Agencies add American touch 'to any product, any culture.'

AUTHOR(S)
Wylie, Kenneth
PUB. DATE
May 1999
SOURCE
Advertising Age;5/17/1999, Vol. 70 Issue 21, ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the state of the U.S. advertising operations abroad as of May 17, 1999. At a surge of 25.9% in non-U.S. gross income, the U.S. agencies covered in this report grew faster than their rapidly growing domestic operations. Of the total, the direct marketing accounted for $946.6 million in gross income, up 22.7%, and sales promotion, $244.2 million, up 40%. The spread of U.S. marketers around the world continues to drive this business. Rapp Collins Worldwide based in New York, is already split between U.S. and foreign business, the latter handled by 52 offices in 29 countries, including a recently opened office in Caracas, Venezuela. Wunderman Cato Johnson of New York regards international as a good growth area. U.S. marketing services agencies are finding the home-front techniques of direct response and sales promotion translating well abroad.
ACCESSION #
1872134

 

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