¿Qué factores impulsar la industria de la publicidad para llegar a ser global? ¿Qué factores, por el contrario, es probables que exigen un enfoque local? Intente un ser muy específicos y analítica.

Primera Gran crecimiento de la industria motivado por el incremento del gasto de los

clientes en publicidad (las importaciones requieren mucha publicidad y los productos de marca propia).

La misma globalización de la economía propicia fusiones en diversos sectores inclusive en los publicitarios.

La cercanía del Mercado Común Europeo y sus nuevas oportunidades. La existencia de pocas agencias de publicidad a nivel mundial (en los 80 la mayoría

son americanas.)

Los costes en USA eran más caros que UK Nueva ola, agencias que crecían muy fuerte por la adquisiciones y la creatividad

Broader trend of consolidation and rationalization among some of the most advertising-intensive businesses in the world

Segunda

Incrementos publicitarios en los mercados locales. La publicidad es tan cercana como puedas llegar a una cultura. No es probable que desaparezcan las diferencias culturales.

¿Por qué fue tan exitoso Saatchi? ¿Cuáles son los elementos claves y ¿cómo encajan juntos?

Por que aplico sus cuatro principios: visión de agencia internacional, el tamaño de la agencia era un bien de gran valor, especial atención a la estrategia financiera que permitiría aplicar la estrategia del negocio y las necesidades de los clientes son diversas y hay que satisfacer todas las posibles desde un único lugar.

Siendo otros, Ambición de los hermanos Saatchi, Cambio de reglas.

Se encajan a través de organizacional Systems and Management processes were structures with some clear delineation of teh roles and task of local Management in each of the affiliated companies and central Management at the headquarters

¿Cuáles son los riesgos de su estrategia? ¿y lo que podían hacer sobre ellos?

Riesgos:

Atraer la cartera e clientes de los distintos países donde pudieran usar distintas agencias y coordinar campañas interpaíses.

Dar la filosofia de descentralización. Pagar demasiado por las adquisiciones.

Nombrar un coordinador y consultor que centralizase estas operaciones

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1. What factors drive the advertising industry to becoming global? What factors on the contrary are likely to call for a local approach? Try and be very specific and analytical.

First Question

Big growth of the advertising agency was due to an increase advertising in expenditures by client ( imports need a lot of advertising and own products too).

a process of economic globalization started and brought about merger and acquisitions to grow a lot of in several sectors, including advertising.

The European Economic Community was near and it would have new opportunities.

The advertising market was dominated by a few large American Companies, and to become global was necessary.

Others: the cost in USA was more expensive than UK and “new wave” agencies that grew very strongly because of great creativity and strong finance.

Second Question

Big growth of the advertising in local markets. Advertisements must be near costumer culture. The culture difference was, is and will be differences that advertisements

have to have present. Distance from client.

2. Why was Saatchi so successful? What are they key elements and how do they fit together?

Saatchi and Saatchi was successful because they implemented the four pillars and lay a set of beliefs that are:

They embraced the concept of globalization. They thought that size was an important source of competitive advantage in

the business. They established a financial strategy for acquisitions, payments for

acquisitions and an accountant strategy.

They wanted to provide one-stop shopping for all the management services a company required.

Key Elements:

The organizational Systems and Management processes were structures with some clear delineation of the roles and task of local Management in each of the affiliated companies and central Management at the headquarters.

They believed that autonomy was essential for promoting creativity and entrepreneurship in an agency so they decentralized responsibilities.

They appointed the world wide account director to do a global coordination for all the services that the agency could provide in any country.

They created financial systems that were rigidly defined, uniform throughout the group, and each company had to adopt them with a hard financial control so they aligned overall worker to added value.

3. What were the risk of their strategy? And What could they do about them?

first Attract client from different countries Aligned the people to the four pillars Lost the trust of market because they failed their beginning

second

They appointed the world wide account director to do a global coordination for all the services that the agency could provide in any country.