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Advertising guide industry guide - advertising Whether it is viewed as an art form or simply a means of selling a product there is no doubt that advertising plays a huge role in the modern world Stephen Whyte chief executive o ?cer of Leo Burnett gives a

industry guide - advertising Whether it is viewed as an art form or simply a means of selling a product there is no doubt that advertising plays a huge role in the modern world Stephen Whyte chief executive o ?cer of Leo Burnett gives a beginner ? s guide to advertising what it does and how it works ??Advertising is the greatest art form of the th Century ? Marshall McLuhan may have had his tongue in his cheek when uttering this much-quoted statement but he started a debate which has continued into the st century You can dispute whether or not advertising is art but there is no Stephen Whyte arguing that advertising is big business In the UK ? bn is spent on advertising every year and the industry employs roughly people more than of whom work in London It is a young business where of employees are under and are under Advertising is also a dynamic business thanks to the entrepreneurial spirit of those who work in it New agencies spring up regularly while more established agencies are regularly prone to mergers and acquisitions Advertising ? s global landscape is also changing constantly as agencies and holding companies consolidate to achieve international clout and economies of scale In this way global advertising agencies re ect the global set-up of many clients from Procter Gamble and Unilever to Nike and Levi Strauss Last year French-owned Publicis bought US -based Fallon and Saatchi Saatchi while WPP Group the UK holding company which owns J Walter Thompson and Ogilvy Mather became the largest advertising and marketing services group in the world when it bought the US -based adver- tising network Young Rubicam in a bn ? bn deal A new holding company B Com was also created in late when three formerly independ- ent agencies ?? Japan ? s Dentsu and two US -based global networks Leo Burnett and D ? Arcy ?? got together to combine their clout In the advertising landscape changed again as the Interpublic Group of Companies swooped on its smaller rival True North With that acquisition Interpublic was able to add FCB Group advertising network to become its fourth global agency The deal also gave it the smaller Bozell Group and the BMSG Worldwide public relations network which has since been merged with Interpublic ? s Weber Shandwick Worldwide to create the world ? s largest PR ?rm Despite all this muscle it is getting harder and harder to reach a mass audience because there are more media environments in which to place advertising than ever before The ongoing digital revolution has increased consumer choice bringing more television channels more ways to purchase products and new outlets such as the worldwide web for advertisers Media telecommunications and electronics are converging to become one giant industry illustrated by powerful alliances such as the merger between AOL and Time Warner Media expansion causes problems for advertisers but it also presents new opportunities by increasing the possibilities for