Kate Nicholson
Oct 14, 2009

Live Issue... Mega-mergers bring brand shake-up

Big deals are back in fashion. What the trend means for marketers and agencies?

Is the mega-merger back in fashion It looks that way judging from the past few weeks. The recent flurry of MA activity involves Japanese brewing giants Suntory and Kirin in merger talks, Suntory’s acquisition of Orangina, and Kraft preparing a hostile takeover bid for Cadbury.

From a financial perspective, there are plenty of examples of big mergers that have gone awry - AOL and Time Warner, for example, or Ford and Jaguar. But what...

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