Chapter 34: TV series inserted during advertising time
"This reminds me of the beginning of WPP Group, just like DoubleClick now. I only had 250,000 pounds borrowed from the bank, and WPP was just a small company producing supermarket shopping carts!"
The car arrived at the office building where Double Click Company was located. After Martin Solo saw the office of Double Click Company, he said to Song Yang.
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.
Just as countless people have heard about Bill Gates founding Microsoft and becoming the richest man, no one would mention that Gates' maternal family was a big banker, his paternal family was the owner of one of the top 100 law firms in America, and that the first business order for the newly established Microsoft came from IBM. At that time, Gates' mother was already a member of the IBM board of directors and had a close relationship with the chairman of the IBM board of directors.
Similarly, Martin is now called the king of the advertising industry. He was able to turn WPP, a broken company that originally produced supermarket shopping carts, into one of the world's four largest advertising groups.
But you have to know that even if Martin's background is not as good as Gates', when he was born, his father was already the general manager of 750 stores in London...
After entering DoubleClick, Song Yang took Martin to visit the company. Compared with traditional advertising companies, the biggest difference of DoubleClick is the technical department, which is also what Martin is most interested in.
"Is this DoubleClick's DART advertising system?" Martin asked, looking at the computer in front of him.
"Digital advertisements on websites such as Netscape and Yahoo are all sent with the help of this system. This is currently the most advanced advertising delivery system in the United States."
Song Yang boasted about the "high technology" to Martin and the executives who came with WPP, and then asked Wesley, who was in charge of the company's technology, to demonstrate it to them.
Martin looked at the computer screen, and then whispered a few words to the people following behind him from time to time. They were obviously Internet technology experts invited by WPP Group, who were evaluating the technology of DoubleClick. With an investment of tens of millions, WPP Group would not be a fool.
Seeing this scene, Gallo couldn't help but get nervous. He knew where the DART system, which was praised to the sky, came from. It was born in a dilapidated garage next to Highway 7. It was not as mysterious and high-end as reported by the media. Gallo was afraid that the people from WPP would find out some flaws.
Song Yang didn't have any worries. This system would definitely be outdated in a few decades. But in this early era of the Internet, the DART advertising system was epoch-making in both design concept and technology!
After a long while, Martin even tried it himself. After seeing the backend operation with his own eyes, he opened a website and really saw the advertisement that had just been put in. Martin Solo couldn't help but sigh in his heart, "It will really change the advertising industry!"
WPP Group is in the advertising business. 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 HP, Xerox, and Dell are more willing to spend money on advertising, which shows the prosperity of this market.
Martin could imagine how big the digital advertising market would be when one day computers sold as many as televisions. Once the computer advertising market developed, its carrying capacity would be even greater than that of televisions. After all, an advertisement could be placed on a web page, but televisions couldn't broadcast TV dramas during commercial breaks, right?
After arriving at the conference room, Martin brought the executives of WPP Group and occupied more than half of the conference room. In comparison, DoubleClick seemed much "thin".
"Song, we've talked on the phone and we're glad you made the right choice!"
Martin said at the beginning, with a hint of pride in his words, that his move of cutting the back row from the jungle was perfect, and it caught Joetus and Wang An Company off guard.
"The whole world knows President Martin's vision. DoubleClick will become the jewel on the scepter of WPP!"
Song Yang took the opportunity to brag and raised the value of DoubleClick, and quietly put DoubleClick on the same level as Ogilvy and JWT, which had joined the WPP camp.
There was no tension in the meeting room. Song Yang and Martin, the two people with decision-making power, were both willing to cooperate. Naturally, other people on both sides of DoubleClick and WPP would not jump out to oppose.
"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 full acquisition. WPP Group is willing to pay cash. Mr. Bruno can continue to stay in DoubleClick, but DoubleClick needs to cooperate with WPP Group's plan!"
A negotiation cannot always be about commercial flattery. Once it reaches a critical moment, it will naturally be the time for both sides to refuse to give in.
The financial director of WPP Group who came this time put forward two proposals to DoubleClick. The first proposal, of course, was a full acquisition. In the future, WPP would have the final say in DoubleClick. At most, Song Yang would be allowed to stay in DoubleClick and be a publicity figure, but DoubleClick would have basically nothing to do with Song Yang.
"Another option is for WPP Group to invest 12 million US dollars in 25% of DoubleClick's equity, but..."
The financial director looked at Song Yang and said, "Double Click Company must meet certain requirements to do this, otherwise it will have to make up for the losses of the WPP Group!"
"This is not included in the agreement that President Martin promised..."
Upon hearing that there were more requirements, Gleick immediately objected. Who knew whether WPP would set a trap for DoubleClick Company? Naturally, Gleick would object first.
“Song, there is no bad intention in this, but you have to know that to get anything, you have to pay a price.”
Martin looked at Song Yang and said, "If DoubleClick wants to operate independently and not be controlled by WPP, then WPP Group must be reassured. What I hope to see is that DoubleClick can occupy the digital advertising industry in the future, rather than suddenly disappearing. Song, you should understand what I mean!"
Martin said it very bluntly. He was worried about Double Click. 12 million US dollars was not a small number. If Double Click squandered the money and then packed up and left, Martin and WPP Group would have no place to cry.
Greg still wanted to fight for it and didn't want DoubleClick to be put under a tight rein. Song Yang didn't argue anymore and signaled the WPP Group's financial executives to continue.
"The first requirement is that at least 50% of this investment must be used for the development of DoubleClick Company!" The financial director of WPP Group looked at Song Yang and said, reminding Song Yang not to be too greedy.
You can spend part of the 12 million, but don't put it all in your own pocket. At least take out a portion to double-click on the development of the company. Those company founders, after getting the investors' money, just squander it, buying luxury cars, villas, yachts, and spending a lot of money on women's bellies. As a result, the company runs out of money and goes bankrupt. Don't let such things happen too much.
When Gallo heard that he could only use half of the money, he was immediately dissatisfied. The money was in his pocket, but the WPP Group wanted to control how to spend it. Gallo felt that they were just being idle.
"What else?" Song Yang asked directly.
"The second requirement was that WPP Group required DoubleClick to complete its NASDAQ listing before 1999, otherwise the operating rights of DoubleClick would be taken over by WPP Group."
"The third request..."
"This is impossible!"
Before he finished speaking, Gleick stood up with an angry look on his face. He felt that the WPP Group was forcing others to do something against their will. There were only less than four years from now to 1999. Who could guarantee that DoubleClick Ads would be listed on NASDAQ? How many companies in America could be listed on NASDAQ?
If it fails, DoubleClick will be managed by WPP Group. This is really bullying!
"DoubleClick cannot agree to the second condition!" Gleick said angrily to Martin and other members of the WPP Group.
Song Yang did not react too much. The next era was the rise of the Internet. As long as Double Click Company could stick closely to Netscape, Yahoo, AOL and other companies, it could basically make it to NASDAQ.
But facing the gaze from Martin, Song Yang spread his hands and showed a helpless expression, indicating that such conditions were unacceptable.
Seeing this, Martin talked to the financial director and said, "We can change the conditions. If DoubleClick cannot go public before 1999, then WPP Group will forcefully acquire DoubleClick based on the valuation of DoubleClick this year!"
Greg wanted to fight for it again, but Song Yang pulled him to sit down and looked at Martin and others, "Are there any other conditions?"
"The last one, WPP will have the priority to invest in the venture capital of the next double-click company!"
Song Yang nodded and agreed to the conditions of the WPP Group. These conditions were not too good, but not too harsh either.
"DoubleClick also has requirements. DoubleClick can use the WPP Group logo, but it is required to operate independently. In addition, WPP Group must provide resources from all regions around the world for DoubleClick to use. Last but not least, if DoubleClick or I have acquisition needs, WPP must provide assistance!"
As soon as these words came out, the people from WPP in the conference room laughed. The financial director smiled and said to Song Yang, "Song, if you need acquisition consulting, WPP will give you a 20% discount!"
WPP Group, which has been engaged in shopping for many years, has rich experience in acquisitions. WPP may hesitate about the other requirements raised by Song Yang, but when it comes to acquisitions, WPP is very familiar with it!
Martin Solo, who is always resolute and decisive, likes this style and stands up. "Well, welcome DoubleClick to become a member of the WPP empire!"
" Mr. Qianqian, do you want to go out with me?" Seeing that the lawyers on both sides were discussing the contract and it would not be completed in a short time, Martin wanted to go out for a walk.
"certainly!"
