Back to 1995

Chapter 34: Commercial Interlude TV Series

"This reminds me of when the WPP Group first started. It is the same as Double-Click now. I only have 25 pounds borrowed from the bank. WPP is still a small company that produces supermarket shopping carts!"

The car came to the office building where the Double-click company was located. Martin Solo said to Song Yang after seeing the double-click company's office.

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

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

It seems that 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 boss of a top [-] law firm in America. For 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, who is now known as the king of the advertising industry, he can turn WPP, a broken company that originally produced supermarket shopping carts, into one of the four major advertising groups in the world.

But you must know that even if Martin’s background is inferior to that of Gates, when he was born, his father was already the general manager of 750 stores in London...

After entering the double-click company, Song Yang took Martin to visit the company. Compared with traditional advertising companies, the biggest difference between the double-click company is the technical department, which is also what makes Martin most interested.

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

"Digital advertisements on websites such as Netscape and Yahoo are sent through this system. This is the most advanced advertising delivery system in America."

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

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

Seeing this scene, Gallo couldn't help feeling nervous. The DART system, which has been hyped up with hype, he knew how it came about. It was born in a dilapidated garage next to Highway [-]. It is really not as mysterious and tall as reported by the media. Gallo was afraid that the WPP people would see some flaws.

Song Yang didn't have any worries. This system would definitely be outdated after several decades, but in this era when the Internet was just starting, the DART advertising system is cross-generational both in terms of design concept and technology!
After a long time, Martin even started to operate it himself. After seeing the background operation with his own eyes, he opened a website and saw the advertisement just now. Martin Solo couldn't help sighing, "It's It will really change the advertising industry!"

WPP Group advertises. Martin knows exactly which industry is most willing to spend money on advertising. Compared with traditional advertising sponsors such as Procter & Gamble, Unilever, and Ford, emerging electronics giants such as Hewlett-Packard, Xerox, and Dell Wait, more willing to spend money on advertising, which shows the prosperity of this market.

Martin can imagine how big the digital advertising market will be when computers sell as much as TVs one day. When the computer advertising market develops, the carrying capacity will be even stronger than that of TVs. After all, a web page can advertise once, and TVs The machine can't insert TV dramas during commercial time, can it?
After arriving in the meeting room, Martin led the executives of the WPP Group, occupying more than half of the meeting room. In comparison, the double-click company seemed "thinner".

"Song, we've already talked on the phone, I'm glad you made the right choice!"

At the beginning, Martin said, with a bit of complacency in his words, his wild cut to the back row was very proficient, and Chotus and Wang An's company were caught off guard.

"President Martin's vision is clear to the whole world, and Double-Click Company will also become a jewel on the WPP scepter!"

Song Yang took advantage of the trend and raised the value of Double-click Company. He quietly put Double-click Company on the same level as Ogilvy & Mather and JWT that joined the WPP camp.

There was no tension in the conference room. Song Yang and Martin, the two people with decision-making power, both wanted to cooperate. Double-clicking with other people on both sides of WPP would naturally not jump out to object.

"Of course, President Martin and Mr. Bruno have already 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 in. Mr. Bruno can continue to stay in Double-Click Company, but Double-Click Company , need to cooperate with WPP Group's plan!"

It is impossible for a negotiation to be a business bragging all the time. When the critical moment is reached, it will naturally be the time when each other refuses to give in.

The financial director of the WPP Group, who came this time, threw out two proposals towards the double-click company. The first plan, of course, is a wholly-owned acquisition. From now on, the double-click company will be WPP's final decision. At most, Song Yang will stay in the double-click company. Being a publicity figure on the board, but Double-click Company has basically nothing to do with Song Yang.

"Another plan is for the WPP Group to invest 1200% of the company's equity in Double-click for $25 million, but..."

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

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

Hearing that there were still requests, Greck immediately objected. Who knows if WPP will dig a hole for Double-Click, Greck naturally objected first.

"Song, there is no malice in this, but you have to know that you have to pay for anything you get."

Martin looked at Song Yang and said, "Double-Click Company wants to operate independently without being controlled by WPP, so it must reassure WPP Group enough. What I hope to see is that Double-Click Company can occupy the digital advertising industry in the future instead of disappearing suddenly. , Song, you should understand what I mean!"

What Martin said was very straightforward, don’t worry about DoubleClick, 1200 million dollars is not a small figure, if DoubleClick wastes all the money and then packs up and leaves, then Martin and WPP Group can’t find a place to cry.

Gleick still wanted to fight again, and he didn't want the double-click company to be put under a curse. Song Yang didn't argue any more, and signaled WPP Group's financial executives to continue.

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

You can spend part of the 1200 million, but don’t keep it in your own pocket, at least part of it is used for the development of the double-click company. Those founders of the company get money from investors and squander it directly, buying luxury cars, villas, and yachts. A lot of money is spent on women's bellies, but the company has no money and collapses. Don't do too many things like this.

Hearing that he could only use half of the money, Gallo was dissatisfied immediately. The money was in his own pocket, but WPP Group didn't care how to spend it. Gallo felt that he was really full.

"What else?" Song Yang asked directly.

"The second requirement is that WPP Group requires Double-Click to complete the NASDAQ listing before 1999, otherwise Double-Click's operating rights will be taken over by 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 WPP Group was bullying others in a situation that was difficult for the strong. From now to 1999, there are only less than four years. Who can guarantee that double-clicking the advertisement will surely How many companies in America can get on NASDAQ, and how many companies can get on 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 can't agree!" Greg said angrily to Martin and a group of WPP groups.

Song Yang didn't have much reaction. Next came the era of the rise of the Internet. As long as the double-click company can hold on to the thighs of Netscape, Yahoo, and AOL, it can basically get into NASDAQ.

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

Seeing this, Martin talked to the chief financial officer, "You can change the condition. If Double-click Company cannot be listed before 1999, then WPP Group will force the acquisition of Double-click Company at this year's valuation of Double-click Company!"

Greg still wanted to fight again, but Song Yang pulled him to sit down, looked at Martin and the others, "Are there any other conditions?"

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

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

"Double-click companies also have requirements. Double-click companies can paste the logo of WPP Group, but they are required to operate independently. In addition, WPP Group must provide resources from all regions of the world for Double-click companies to use. Lastly, if Double-click companies or me have acquisition needs , WPP wants to help!"

As soon as this was said, the WPP people in the conference room smiled, and the financial executive said to Song Yang with a smile, "Song, if you need acquisition consulting, WPP will give you a [-]% discount!"

The WPP Group, which buys and buys all the year round, has rich experience in acquisitions. WPP might hesitate for a while regarding other requests made by Song Yang, but when it comes to acquisitions, WPP is familiar with it!

Martin Solo, who has always been vigorous and resolute, liked this style and stood up, "Then, welcome Double-click 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 discussing the contract, and whether it would be finished in a while, Martin wanted to go out for a walk.

"Of course!"

(End of this chapter)