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

Publication Type:
Journal Article
Citation:
Journal of Historical Research in Marketing, 2016, 8 (3), pp. 452 - 472
Issue Date:
2016-01-01
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© 2016, © Emerald Group Publishing Limited. 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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