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Hooking up. Getting it on. The spark of something new. Turning “you and me” into “us.” Merging. Partnering. Seeing potential. Creating something bigger and better than the sum of its parts. It’s as natural as the birds and the bees and as potentially marvelous as the combination of Pfizer and Warner-Lambert. “The Urge to Merge: Birds Do It, Bees Do It … You Can, Too!” is an incredibly brief and non-academic introduction to mergers and partnerships — how great they are and why they sometimes go sideways. Whether you’re ready to leave your current marketing agency or have already split up, it’s good to know that a great partnership is out there waiting for you. Find out the potential pleasures and perils that await when you download “The Urge to Merge: Birds Do It, Bees Do It … You Can, Too!”
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THE URGE TO MERGE: BIRDS DO IT, BEES DO IT … YOU CAN, TOO!
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SOONER OR LATER, YOU’LL WANT TO HOOK UP WITH A NEW MARKETING AND ADVERTISING AGENCY.
It’s only natural.
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AS NATURAL AS THE BIRDS AND THE BEES …
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AS NATURAL AS COALESCENCE, THE SCIENTIFIC PROCESS THAT ALLOWS LIQUID MOLECULES TO MERGE, AND LED TO THE INVENTION OF …
the lava lamp.
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SURE, BEFORE YOU CAN BOND WITH A NEW AGENCY, YOU’VE GOT TO BREAK UP WITH YOUR CURRENT AGENCY.DON’T WORRY.
Great breakups have occurred since the dawn of time, and with amazing outcomes.
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IN FACT, MAYBE YOU’RE READY TO WRITE THAT DEAR JOHN LETTER AND MOVE ON WITH YOUR LIFE.
Mergers, after all, are the stuff history is made of.
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AND NOT JUST TO CREATE LAVA LAMPS.
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THE LATE 19TH CENTURY: THE RISE OF MONOPOLIES
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The first big horizontal mergers and the creation of the first billion-dollar megamerger:
Step 1.
Step 2, 3, ad infinitum.
U.S. Steel (founded by J. P. Morgan) merges with Carnegie Steel (founded by Andrew Carnegie) and Federal Steel (controlled by Morgan).
Morgan eventually melds another 785 separate steel-making operations into U.S. Steel.
The company eventually accounted for as much as 75 percent of U.S. steel-making capacity.
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FAST-FORWARD A CENTURY OR SO ...
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DRUG-CRAZY, BABY
2000 — Pfizer buys fast-rising competitor Warner-Lambert
Why? Warner-Lambert was on to a little something called Lipitor
The result: the word’s second-largest drug company (Lipitor became the top-selling branded drug in the world)
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IT DOESN’T ALWAYS WORK OUT
If all mergers worked out as splendidly as they did for J.P. Morgan and Pfizer:
We wouldn’t need divorce lawyers (not a totally bad idea)
You wouldn’t need our little online guide, Breaking Up: The Start of Something Great
1.
2.
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OMG! WHAT WAS AOL THINKING?
2000 — It’s the height of the Internet craze.AOL pays $164.7 billion for media goliath Time Warner.
The biggest merger in U.S. history ever
Billed as the definitive fusion of two worlds: electronic and print media
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WHAT WENT WRONG? EVERYTHING.
Lack of synergy (“It’s not about you, really …”)
The dot-com bubble burst (the streets of Silicon Valley, Boulder, Colo., and Austin were suddenly awash with slightly used BMWs for sale)
Dial-up Internet access took a dive (yes, Virginia, there was a time before Wi-Fi, routers, and high-speed modems)
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THE RESULT: THE COMBINED AOL/TIME WARNER TOOK A $99 BILLION LOSS IN 2002. TODAY, THEY’RE SEPARATE ENTITIES AGAIN.
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DON’T LET IT GO WRONG FOR YOU
Partner with an agency that’s already a great fit for you, one that knows you the way J.P. Morgan knew steel.
We’re passionately and exclusively dedicated to marketing and
advertising for enterprise software and services companies.
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Partner with an agency that’s reshaping B2B marketing the way Pfizer changed the drug industry.
The Starr Conspiracy combines left-brain strategic, analytical
thinking with right-brain soul and creativity to develop work that
shatters marketing expectations in this space.
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HOOK UP WITH THE STARR CONSPIRACY.
Partner with an agency as unique every day, for every client, as the lava lamp was when it was invented by a British accountant (honest!) in 1963.
