In the marketing world, Big gets its butt kissed. Big has money, so Big has power–on the client and the agency side. When Big talks, everyone listens. Global brands need global partners and world-wide reach; no one can argue with that. Your $300 million account needs some earnest eye-gazing and sweaty hand-holding. And for that amount of cash, everyone wants in. It's a complicated, deal-making world.
