Megamerger mania fall-out - ten trends to look for in the wake of the wild ad agency merger spree

Article Abstract:

Ten trends noted in the advertising industry, and promoted by the recent outbreak of merger activity among the larger participants in that industry, are identified and analyzed. Some of these trends are humorous, others serious. Among them are included: (1) an advertising executive could become President of the United States; (2) it is unlikely that a woman will head one of these newly merged firms; (3) personnel executives will become more important at advertising agencies; (4) small to medium-sized agencies will market themselves as purveyors of personalized service; (5) print advertising should improve as a result of the mergers; (6) agencies will become more difficult to distinguish from each other, and so agencies will need improved public relations; (7) the big new agencies will be more susceptible to financial and ethical improprieties; and (8) talented advertising personnel will migrate away from the large mega-merged agencies.

United States, Mergers, acquisitions and divestments, Acquisitions and mergers

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Retired but not retiring: Tom Adams on cars, ads, and women

Article Abstract:

Thomas B. Adams, who retired as chairman of Marschalk Campbell-Ewald Worldwide (following its merger into Interpublic) in 1984, has been called the most respected automotive advertising executive in the U.S. In an interview, Adams shares his views on automobile advertising, the future of advertising agencies in the face of increasing merger mania, and women in advertising. Among Adams' observations are: advertising agencies will continue to perform most of the work relative to automobile advertising campaigns, despite the increasing use of in-house ad executives by car makers; advertising agencies will continue to merge, and by the 1990s, seven to eight huge firms will control 80 percent of the world's advertising; and women will become more involved in the advertising business, since Adams believes that nearly 60 percent of the graduate advertising students are female.

Management, Automobiles, Executives, Corporate officers, interview, Adams, Thomas B., Marschalk Campbell-Ewald Worldwide

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Adlife in Washington

Article Abstract:

The future of branches of national advertising agencies in Washington, D.C has yet to be determined. Some of the biggest names on the Washington advertising scene include: Ogilvy and Mathers Public Affairs (not a traditional agency), Charles E. Walker Associates, DDB Needham, J. Walter Thompson, Henry J. Kaufman Associates, Rosenthal Greene and Campbell, and Earle Palmer Brown. Advertising agencies in the national capital serve the larger law firms, individual economists, public relations experts in government, and trade associations such as the American Federation of Teachers, Communication Workers of America and The Tobacco Institute.

Washington, D.C., JWT Worldwide, DDB Needham Worldwide Partners, Ogilvy & Mather Public Affairs, Charls E. Walker Associates Inc., Henry J. Kaufman and Associates Inc., Rosenthal Greene and Campbell, Earle Palmer Brown Cos.

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