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Omnicom: The World's Largest Advertising Conglomerate |
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EXCERPTSThe Growth Phase
In the early 1990s, Omnicom acquired Goodby Silverstein & Partners and Altschiller & Company, both US-based advertising agencies. Omnicom decided to operate the two outfits as independent agencies in the US. Omnicom in 2003By early 2003, Omnicom had emerged as the largest advertising agency holding company in the world with more than 1,500 subsidiary agencies operating in almost all areas of the marketing and communication services market (See Exhibit III for the list of major marketing and communication services offered by Omnicom). These agencies were organized on the basis of strategic platforms, client-centric networks, operating groups and geographic regions. In 2003, Omnicom offered marketing and communication services to various clients through its network of global, pan-regional and national independent agency brands which principally included BBDO Worldwide, DDB Worldwide, TBWA Worldwide and OMD Worldwide (See Exhibit IV for a list of major Omnicom brands and Exhibit IV for the profiles of its major agency brands). The group operated in more than 100 countries across the world and was a market leader (worldwide) in more than 30 areas of marketing and communication services...
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