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Study says outlook strongest for multinational agencies

Published on .

New York--As marketers increasingly look to market their products globally, advertising agencies that are a part of large multinational networks will enjoy a distinct advantage, according to analysts at Duff & Phelps Credit Rating Co. Independent mid-size agencies that have a regional or national focus will be ``the most challenged,'' Duff & Phelps analysts say. ``The industry continues to consolidate as clients with global operations increasingly concentrate their relationships with fewer agencies and with those that have worldwide networks,'' said Jenifer Casalvieri, a Duff & Phelps VP.
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