The first remodelling of the international networks which came about under the guidance of Interpublic occurred without authoritative statements about the justice of the cause. The style and content of the American group’s annual reports employed the laconic language of economic war communiques rather than that of overarching or seductive movements. When it came to megamergers, the language which the advertising industry applied to itself shed its skin, extolling a discourse of legitimation with theoretical pretensions. What then does this global perspective consist in, which inspires predators and serves as a rallying cry for advertising and marketing professionals?