ABSTRACT
This chapter considers how advertising became organised into networks around the world, and then explores challenges that working globally involves. The first section charts how agencies first went global. It then profiles ‘The Big Four’ major global advertising holding groups, WPP, Omnicom, Publicis Groupe and The Interpublic Group, and the agency networks within them. A third section identifies themes that emerge from advertising globally: the idea of ‘glocal’ approaches; seepage of national campaigns when advertising through the worldwide web and the notion that social networks now serve more of a collective community than geographic regions.
