Aegis Calls U.S. ‘Most Sophisticated’ Media Market’, Shows Results Of Focusing On It

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


If there was any doubt in the advertising and media services industry that the U.S. once again is leading innovation and growth, it was laid to rest this morning during presentations made by top executives of Aegis Group, the London-based agency holding company that helped shift Madison Avenue’s continental focus to the other side of the Atlantic more than a decade ago. Aegis, which sparked the unbundling of U.S. media services agencies by importing its Carat unit stateside in the late 1990s, and bringing with it a Western European orientation toward communications planning and accountability-based research systems, now believes the U.S. is where the innovative thinking is, according to presentations made to investors by top managers. Read more

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