The Saatchi brothers can quickly become the giants of the world advertising industry. Besides relying on original advertising works, it is more important that the two brothers are real entrepreneurs. They have superhuman courage and are good at using opportunities to break away from convention and expand their strength through mergers and alliances. The development course of Saatchi Brothers Group is a record book that constantly encroaches on other enterprises. 1972, Saatchi Brothers, which just came out two years ago, began to merge its peers and achieved success. Four years later, that is, 1976, they made a blockbuster and bought most of the shares of Compton Advertising Company in Britain. This is a joint-stock company registered in London, which is twice the size of the Saatchi brothers, so the acquisition of small fish eating big fish caused a sensation in the British advertising industry. People began to appreciate the courage of the Saatchi brothers. Through this move, the Saatchi brothers were able to register in the London stock market, which provided great convenience for them to raise funds. The two brothers also took this opportunity to tell the London financial community that the advertising industry is not a deceptive industry, but a trustworthy and reliable industry. After the acquisition of Compton advertising company, the Saatchi brothers went all out to nibble at several other British advertising companies. By 1979, the Saatchi brothers, founded less than ten years ago, had become the largest advertising group in Britain. This rapid expansion process has stunned many experts in the advertising industry, because in their memory, no enterprise has ever had such extraordinary performance.

Among the Saatchi brothers, Charles is a policy maker and strategist, while his younger brother Morris is a policy executor and a shrewd tactician. In terms of external liaison, Morris is the chairman of the advertising company, while Charles only has the title of "director", although he is actually in power and everything is decided by him. Perhaps this is because Morris is high flyers of the London School of Economics and Political Science, and it is more beneficial for the company's business to have him as the chairman. I'm afraid this unique management system can only exist in Saatchi Brothers. If it were someone else, it would be inevitable to fight for who is the "first". They are constantly expanding their strength. In the next few years, the Saatchi brothers received the business of an advertising, public relations and consulting company almost every month, and expanded their business scope from Britain to the other side of the ocean and around the world. 198 1 year, the saatchi brothers bid 5.6 million pounds to acquire Galotte holding company, expanding their territory in London. 1982, they acquired new york CommScope Information Company with a huge sum of US$ 55.3 million, and obtained the management rights of this company in more than 30 countries in the world, which not only entered the American advertising industry for the first time, but also laid the foundation for expanding their business in the world. 1983, the saatchi brothers once again spent $7.5 million to acquire McGregor, and acquired a large number of innovative advertising professionals and production equipment. 1984, the saatchi brothers made two big deals. First of all, they merged Janklovich Company with the price of $65,438+$03.5 million, thus mastering a market research institution of the Saatchi brothers, and adding a senior think tank and a powerful development force for the Saatchi brothers. First of all, the company acquired Haiyi Group at a price of 654.38+025 million US dollars, which enabled the company to enter the management consulting industry.

1985, the saatchi brothers made great achievements again. First, they bought Roland Public Relations Company at a price of100000 USD, which added a public relations department to the group's business. Since then, it has merged Marbro Marketing Company and Clyde Sales Company with bids of US$ 654.38+04 million and US$ 654.38+05 million, respectively, thus enabling the Group to further enter the field of commercial promotion practice.

By 1985, the advertising agency volume of Saatchi Brothers Company reached US$ 3 billion, 2,000 times that of its early days. Operating income soared to $440 million, and the profit was 360 times that when it was established. Some people may ask, how did the Saatchi brothers achieve such brilliant achievements in such a short time? How do they raise funds? Can they touch the gold? Actually, the answer is simple. Most of their funds are not their own, but the acquired and merged companies. The sagacity of the Saatchi brothers lies in using other people's money to do their own thing. Every time they buy a company, the Saatchi brothers only need to pay the down payment, and the rest will be paid in installments, which will be linked to the profits of the company they buy. As the Saatchi brothers are financial experts, the companies they choose are all well-run and profitable enterprises, so they can bring rolling financial resources to the group after purchase. When the group's strength and influence increase, banks will compete for loans and it will be easier to raise funds. In this way, the Saatchi brothers' career snowballed and quickly became the giants of the world advertising industry. The Saatchi brothers quickly established their own advertising kingdom through various means such as acquisition and merger. However, they have not forgotten their foundation because of the continuous expansion of their careers-constantly making touching advertising works. On the contrary, the two brothers and company employees strive for perfection in advertising planning and production for customers, which makes the advertising masterpieces of Saatchi Brothers Group emerge one after another.

Saatchi Brothers Group always pays attention to maintaining the high quality of advertising creation, so it has been widely welcomed and trusted by customers. Among the 500 most influential enterprises in the world, nearly half have advertising business relations with Saatchi Brothers Group, including Toyota in Japan, Mercedes-Benz in Germany, Nestle in Switzerland and British Airways, all of which are outstanding in this industry. In Britain, people even use the proper noun "Saatchi" as a verb because of the high advertising quality of Saatchi Brothers Group. It means: business should be lively and distinctive. The Saatchi brothers realized at the beginning of their business that economic internationalization is an irresistible trend in today's world. Due to the great progress in air traffic, currency exchange, satellite TV and direct dial telephone, the whole world is gradually becoming a whole. Consumers all over the world have more and more similar requirements for consumer goods. In order to adapt to this development trend, advertising companies must constantly expand their scale and attack a wider range of fields at the same time, thus making the foundation of enterprises more solid. It is under the guidance of this concept that the Saatchi brothers have always insisted on expanding their scale and carrying out diversified business related to advertising during their development. From 65438 to 0985, the Saatchi brothers merged a management consulting group specializing in labor remuneration in Philadelphia, USA, thus entering the consulting service industry. Since then, the two brothers have acquired a number of management consulting companies. Because they see that this industry with an annual turnover of more than10 billion dollars has broad development prospects and can drive the business of their own advertising companies. At present, Saatchi Brothers Consulting Co., Ltd. is one of the top ten consulting companies in the world, and its consulting service income accounts for more than 20% of the group's total income. At the same time, other businesses of the Group have also developed further. At present, Saatchi Brothers Group can provide 12 different market services (including research, public relations, etc. ) and 7 management or consulting services, which is naturally beneficial to win more customers.

As early as 1979, that is, the ninth year when the Saatchi brothers started their business, the turnover of their advertising company has surpassed that of the old JWT company in Britain and become the new overlord of the British advertising industry. However, the two brothers are not satisfied with this, but will strive for the world's first job as their next goal. 1986, the saatchi brothers did something that surprised the world advertising industry. First of all, they bought Bakerspivogg Company for $50 million, and then invested $640 million to bring Ted Bates Advertising Company into their own group, thus realizing the oath of the two brothers when they started their business-to establish the largest advertising company in the world.

Before being merged into the Saatchi Brothers Group, Ted Bates was the third largest advertising company in the United States, with a turnover of several billion dollars. By absorbing this influential advertising giant, not only the reputation of the Saatchi brothers has been greatly improved, but also the position of the British advertising industry in the world advertising industry has been significantly improved. 1987 In the second year, the advertising turnover of Saatchi Brothers Group reached11400 million US dollars, and the pre-tax profit soared by 77% over the previous year, reaching1900 million US dollars. In recent years, due to the prevalence of mergers and acquisitions in the world advertising industry, the status of Saatchi Brothers Group has declined, but it still maintains the ranking of the third largest advertising group in the world, and its business scope covers every corner of the world. The Saatchi Brothers Group alone accounts for 20% of the broadcast time of American TV and radio advertisements. In the history of post-war world advertising development, it is rare for the Saatchi brothers to achieve such brilliant achievements in such a short time.