Ivey Publishing
A Family of Brand Cannibals? The Case of Omnicom and Interbrand
Product Number:
9B10A009
Publication Date:
04/19/2010
Length:
7 pages (6 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
The differences between specialized marketing agencies become blurred as clients increasingly expect these agencies to provide a more comprehensive portfolio of service offerings. The case thrusts students into the roles of three different marketing leaders: the chief executive officer (CEO) of Interbrand (the world's leading brand consultancy), the CEO of DDB Worldwide (the world's largest advertising agency) and the CEO of Omnicom (the world's largest media conglomerate and the parent company of both Interbrand and DDB Worldwide). These leaders are about to meet to discuss the future of the marketing industry, focusing specifically on how the industry's future direction will affect Omnicom's strategic plans. The two agency CEOs will need to defend their own company's value proposition. Will their respective arguments be enough to escape elimination on the Omnicom chopping block?
Issues:
Disciplines:
Marketing
Industries:
Information, Media & Telecommunications
Setting:
United States;Global, Large, 2010
Intended Audience:
Undergraduate/MBA
Price:
$0.63 CAD / $0.63 USD Printed Copy
$0.00 CAD / $0.00 USD Permissions
$0.00 CAD / $0.00 USD Digital Download
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