TITLE

Ad agencies' megamergers leave online status cloudy

AUTHOR(S)
Gilbert, Jennifer; Riedman, Patricia
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the impact of the mergers between several advertising agencies on their online subsidiaries as of 1999. When a company forms a merger with another, their subsidiaries, particularly the Internet-based ones, are threatened, mainly because their identities are dependent of the identities of the parent, which might disappear during a merger. The possible outcomes of a merger could be either a consolidation of the identities or the termination of one or all of the agencies. Take the Interpublic Group of Cos. conglomerate for example. When it wanted to merge its agencies Amirati Puris Lintas and the Lowe Group together, their interactive components were jeopardized.
ACCESSION #
2493369

 

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