Global Ad Buys Might Finally Become a Reality Marketing across borders

When the holding companiesPublicis and Omnicom announced last month they were joining forcesto form the world’s largest ad agency group, they called it “a new company for a new world.” Other, hyperbolic terms used to describe the mega merger included “stunning,” “seismic,” “a superstructure”—and that was just our own reporting.

In reality, the concept of global marketing is not so earth-shattering. It’s been around since the first merchant went to sell his goods abroad. Yet on a larger scale, global marketing has been much more challenging—borders have proven to be barriers. And yet,OmniPubis just the latest evidence that the global media buy may be becoming more of a reality. Read more http://www.adweek.com/news/advertising-branding/global-ad-buys-might-finally-become-reality-151871?utm_source=Sailthru&utm_medium=email&utm_term=AWK_AdBrand&utm_campaign=Adweek%20Newsletter%20Template%20-%20Advertising%20%26%20Branding%20-%20July%2012