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AD NETWORKS GO GLOBAL

Published on .

Advertising is increasingly assuming global dimensions as agency networks move with their clients into the emerging growth centers of Eastern Europe, Southeast and Southern Asia, and Africa.

Although many of the networks were spun from U.S. cloth, they have retailored to meet the rigors of international expansion, more recently by linking up with local agencies on a non-equity or minority basis.

This report by Advertising Age International attests to this "continental drift" spreading ad dollars far from home centers of the networks. Those dollars from leading networks in 1995 hit $17.9 billion in gross income, 64.4% of it outside North America. That compares with $15.6 billion in '94, and 63.6% outside North America.

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