Back To 1995

  Chapter 34 Advertisement Time Interlude TV Series

   "This reminds me of when the WPP Group first started. It's the same as Double Click Company now. I only have £250,000 borrowed from the bank. WPP is just a small company that produces supermarket shopping carts!"

   The car came to the office building of Double Click Company. Martin Solo said to Song Yang after seeing Double Click Company's office.

   Hearing this, if you don't know Martin's background, this is definitely another legendary story.

   In the past few days, Song Yang, who had specifically inquired about Martin's background, was not fooled by Martin's chicken soup.

It's like countless people have heard that Bill Gates established Microsoft to become the richest man, but no one will mention that Gates' mother family is a big banker, and his father's family is the owner of America's 100 Great Law Firm, which was just established. Microsoft, the first business was given by IBM. At that time, Gates' mother was already a member of IBM's board of directors and had a close relationship with the chairman of IBM's board of directors.

  For Martin, he is now called the king of the advertising industry, and can turn WPP, a broken company that originally produced supermarket shopping carts, into one of the four largest advertising groups in the world.

   But you must know that even if Martin's background is not comparable to Gates, when he was born, his father was already the general manager of 750 stores in London...

   After entering Double-click Company, Song Yang took Martin to visit the company. Compared with traditional advertising companies, Double-click Company's biggest difference is the technical department, which is also the most interesting to Martin.

   "This is DoubleClick's DART advertising system?" Martin asked, looking at the computer in front of him.

   "The digital advertisements of websites such as Netscape and Yahoo are all sent with this system, which is the most advanced advertising delivery system in America now."

  Song Yang touted "high technology" to the executives who came with Martin and WPP, and then asked Wesley, who is in charge of the double-click company's technology, to demonstrate it to them.

Martin looked at the computer screen, and then whispered a few words to a few people behind him from time to time. Obviously, the Internet technology expert invited by WPP Group was evaluating the technology of Double-click Company. With tens of millions of investment, WPP Group also Impossible to be a fool.

Seeing this scene, Gallo couldn't help but feel nervous. The DART system was blown away. He knew how it came from. It was born in a broken garage next to Highway No. 7. Gallo was afraid that WPP people would see any flaws.

  Song Yang didn't have any worries. This system will definitely be outdated after several decades, but in the early days of the Internet, the DART advertising system is trans-generational in terms of design concept and technology!

After a long while, Martin even started to operate it himself. After seeing the background operation with his own eyes, he opened a website page and really saw the advertisement just placed, so Martin Solo couldn't help but sigh in his heart, "It It will really change the advertising industry!"

WPP Group is in advertising. Now which industry is most willing to spend money to advertise, Martin is very clear. Compared with traditional advertising sponsors such as Procter & Gamble, Unilever, and Ford, emerging electronics giants such as Hewlett-Packard, Xerox, Dell Wait, they are more willing to spend money to advertise, which shows the prosperity of this market.

Martin can imagine how big the digital advertising market will be when computers sell as many as TVs one day. With the development of the computer advertising market, the carrying capacity is even fiercer than that of TVs. After all, one web page can advertise once, and TV Can't the machine always insert TV dramas in commercial time?

After    came to the conference room, Martin took the executives of WPP Group, occupying more than half of the conference room. In comparison, double-clicking the company's side seemed "thin".

   "Song, we have spoken on the phone, glad you made the right choice!"

   As soon as the scene started, Martin said, with a bit of pride in his words. His trick of playing the jungle and cutting the back row can be said to be perfect, and the stealing Joetus and Wang An's company were caught off guard.

   "President Martin's vision, the whole world knows that double-clicking the company will also become a gem on the WPP scepter!"

  Song Yang took advantage of the trend, and also raised the value of Double-click Company, calmly placing Double-click Company on the same level as Ogilvy & Mather and JWT who joined the WPP camp.

   There was no arrogance in the conference room. Song Yang and Martin, the two people who had the right to decide, both wanted to cooperate. Double-click and other people on both sides of the WPP would naturally not come out to oppose it.

"Of course, President Martin and Mr. Bruno have reached an agreement. WPP Group is willing to provide two cooperation plans. The first one is of course a wholly-owned acquisition. WPP Group is willing to cash. Mr. Bruno can continue to stay in Double-click Company, but Double-click Company , need to cooperate with the plan of the WPP Group!"

   A negotiation cannot always be about business exaggeration. When a critical moment is reached, it will naturally be the time to not give in to each other.

This time, the financial director of WPP Group, who came to the Double-click Company, threw out two proposals. The first plan was, of course, a wholly-owned acquisition. In the future, Double-click Company would be WPP's final decision. At most, Song Yang could stay at Double-click. Being a publicity figure on the card, but Double Click Company has basically nothing to do with Song Yang.

   "Another plan is that WPP Group invests 25% of the equity of Double Click Company for US$12 million, but..."

   The financial director looked at Song Yang, "Double-click company must meet some specific requirements for this purpose, otherwise it will make up for the loss of WPP Group!"

   "This is not in the agreement that President Martin promised..."

   Hearing that there was still a request, Gleick immediately objected. Who knows if WPP will dig a hole for Double Click Company, Gleick naturally objected first.

   "Song, this is not malicious, but you have to know that you have to pay for anything you get."

Martin looked at Song Yang and said, "Double-click wants to operate independently and is not under the control of WPP, so it must reassure the WPP Group. What I hope to see is that Double-click can occupy the digital advertising industry in the future, rather than disappearing suddenly. , Song, you should know what I mean!"

  Martin said it very bluntly, don’t worry about Double Click Company, $12 million is not a small number, if Double Click Advertising Company wasted all the money, and then packed up and left, then Martin and WPP Group would not be able to find a place to cry.

  Greck wanted to fight again, and didn't want the Double Click Company to be put on a spell, Song Yang did not argue any more, and signaled the WPP Group financial executive to continue.

   "The first requirement is that at least 50% of this investment should be used for the development of Double-click Company!" The financial director of WPP Group looked at Song Yang and said, this is to remind Song Yang not to look too ugly.

You can spend part of this 12 million, but don’t put all of it into your own pockets, and at least take out a part to double-click the company’s development. Those company founders, who get the money from investors, just squander it, buy luxury cars, villas, yachts, A lot of money is spent on women's belly, and as a result, the company has no money to go down. Don't do too much of this kind of thing.

   Hearing that he could only use half of the money, Gallo was dissatisfied immediately, all the money went to his pocket, and the WPP Group actually had to spend it, Gallo felt really full.

   "What else?" Song Yang asked directly.

   "The second requirement is that WPP Group requires the company to complete the Nasdaq listing before 1999. Otherwise, the right to operate the company will be taken over by the WPP Group."

   "The third request..."

"This is impossible!"

Before he finished speaking, Greg stood up with an angry look on his face. He felt that the WPP Group was the hardest to bully others. From now to 1999, in less than four years, who can guarantee that the double-click advertisement will be guaranteed. How many companies can rush to the NASDAQ, how many companies in America, and how many can get on the NASDAQ?

   In case of failure, the double-click company will be managed by WPP Group, which is really bullying!

   "The second condition, the Double-Click Company cannot agree!" Greck said angrily to a group of WPP groups including Martin.

  Song Yang didn't have much reaction. Next is the era of the rise of the Internet. Double-click companies can basically get into Nasdaq as long as they can hold on to the thighs of Netscape, Yahoo, and AOL.

   But in the face of Martin's gaze, Song Yang also spread his hands, showing a helpless expression, saying that such conditions are unacceptable.

  Martin had a few words with the financial director, "You can change the condition. If the company cannot be listed before 1999, then WPP Group will force the acquisition of the company based on the valuation of the company this year!"

  Grek wanted to fight for more, but was pulled by Song Yang and sat down, looking at Martin and the others, "Are there any other conditions?"

   "The last one, and then double-click the company's venture capital, WPP must have priority investment rights!"

  Song Yang nodded and agreed to the conditions of the WPP Group. These conditions are not very good, but they are not too harsh.

"Double-click company also has requirements. Double-click company can affix the logo of WPP Group, but it requires independent operation. In addition, WPP Group must provide resources from all regions of the world for Double-click Company to use. Lastly, if Double-click Company or me, there is a need for acquisition. , WPP wants to help!"

   As soon as these words came out, the people at WPP in the conference room smiled. The financial executive smiled and said to Song Yang, "Song, if you need acquisition consultation, WPP will give you a 20% discount!"

   The WPP Group, which has been buying and buying all the year round, has rich experience in acquisitions. WPP may hesitate to ask for other requirements put forward by Song Yang, but when it comes to acquisition, WPP is familiar with it!

   Martin Solo, who has always been resolute, liked this style and stood up, "Then, welcome to Double Click Company to become a member of the WPP Empire!"

   "Mr. Wan, do you want to go out together?" Seeing that the lawyers on both sides were negotiating the contract, whether it would be finished in a while, Martin wanted to go out for a walk.

"certainly!"

   (end of this chapter)