Opening for business: A comparison of J. Walter Thompson and McCann Erickson’s entries into the Australian market

Publication Type:
Journal Article
Journal of Historical Research in Marketing, 2016, 8 (3), pp. 452 - 472
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Purpose This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J. Walter Thompson and McCann Erickson into the Australian market in the 1930s and 1960s. Design/methodology/approach This study undertakes a comparison of the strategies and initiatives implemented by J. Walter Thompson and McCann Erickson as documented in the agencies’ respective archival collections as well as industry press reports. Findings The similarities between J. Walter Thompson and McCann Erickson reveal that globalisation of the advertising industry was both driven and restricted in even parts by profitability and pragmatism. Originality/value The experiences of the J. Walter Thompson and McCann Erickson agencies in establishing their Australian operations offer a unique, long-term view of the emergence and development of a global advertising industry.
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