Chapter 14: Advertising, Agencies and Globalisation

Springer, Paul ORCID: https://orcid.org/0000-0002-2781-8297 (2018) Chapter 14: Advertising, Agencies and Globalisation. In: The Advertising Handbook. Media Practice . Routledge, London, pp. 200-215. ISBN 1138678821

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Abstract / Summary

Chapter 14, The Advertising Handbook

The chapter identifies the shape and determinants that led to the formation of modern form of global commercial advertising.

The chapter addresses how advertising first became organised globally within groups, and how it then developed across different regions of the world. It also traces for the first time a series of challenges that working globally involved for advertising practitioners, and in doing so profiled the leading exponents of globalised advertising today.

The chapter achieved a number of feats. It charted the beginnings of the agency system ‘going global’; It addresses why US firms in particular chose to open overseas offices in the first place, and how expansion took a different form later in the century; The section also considers how multinational firms have organised specialist skills within regions with designated business, creative and production epicentres. It also identifies themes that emerge from global advertising practices including the idea of ‘glocal’, seepage of national campaigns through the worldwide web, and the notion that interest networks now serve more of a collective community than geographic regions.

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