You don't have to be attending the Boards Summit to be enjoying earfuls on the subject of globalization and international advertising and production (though those that do attend are sure to be rewarded with a treasure trove of insight and ideas). The topics slotted in for the Summit, like "The Global Ad Business," and "The Evolution of the Agency" are being debated at great length in boardrooms, newsrooms, bar rooms and bathrooms everywhere.

The consolidation of UK-based drug chain Boots' £80 million (US$112 million) ad business with WPP, which recently set tongues and keyboards awaggle, incorporates those topics nicely, as well as another Summit subject: "Cost and Accountability." The client in question had already embarked on a global marketing scheme and was looking to unify its branding messages in one place, with one player. What made it interesting, and concerning for some, was that the transaction took place without the customary formality of an agency review (Boots took its shopping list directly to the head of WPP and it was WPP, not agency possession JWT that was credited with the win) and that cost was a major issue reportedly key to the deal.

This incident takes place in the context of spate of consolidations and much discussion of agencies' strategies for ad globalization. One new agency entity formed recently to specifically address global marketing issues is Cave Anholt Jonason, the new collaboration between Simon Anholt, former head of World Writers, ex Lowe VP Marc Cave (relation to Nick) and Joakim Jonason from Stockholm's Paradiset DDB. The company's aim is to handle global business efficiently, and creatively and Anholt does not understate the new shop's mission. "I reckon there have been three structural innovations in the history of advertising," he says. "The first one was in 1899 when JWT opened in London; the second was in 1962 when Bill Bernbach put copywriters and art directors together; and the third was in 2000 when I and my friends set up the first single office global advertising agency."

According to Anholt, the ad industry is in the middle of a major crisis: "A simple shortage of supply over demand for international capability." The dynamics of clients' own businesses have changed, he says, and the past 20 years have seen the rise of "global start-ups," a concept that was unheard of before this period. So one might wonder what the likes of Anholt think of the Boots deal. "You have to feel sorry for those guys, don't you," comes the answer. "As far as they know there is nowhere else to go." Clients often look to the big network for the reassurance of the big name and the big office, says Anholt. "Nobody ever got fired for hiring O&M, so the saying doesn't go," he says, admitting that the initial clients of his new venture will be among the braver sorts.

We'll hear more from Cave Anholt Jonason in the next issue, and, if all goes well for all of us, at the next Boards Summit.

Teressa Iezzi

Editor