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Multinational Competition in the British Advertising Agency Business, 1936–1987

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  • West, Douglas

Abstract

American multinational advertising agencies first made inroads into the British advertising industry in the early twentieth century. Some were pioneers, but most came to Britain to service the advertising of American–based multinational companies. Their impact on British advertising was significant, particularly from 1945 until the late 1970s, years when American multinational agencies dominated the top end of the business. The British staged a major counter-challenge in both the British and American markets in the early 1980s, however, with considerable success. The basis of the British challenge was improved access to capital, which permitted expansion through acquisition, rather than the servicing of British–based multinational companies. Professor West places these developments in the context of multinational enterprise theory, using new data and evidence drawn largely from trade sources.

Suggested Citation

  • West, Douglas, 1988. "Multinational Competition in the British Advertising Agency Business, 1936–1987," Business History Review, Cambridge University Press, vol. 62(3), pages 467-501, October.
  • Handle: RePEc:cup:buhirw:v:62:y:1988:i:03:p:467-501_05
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    Cited by:

    1. Andrew von Nordenflycht, 2011. "Firm Size and Industry Structure Under Human Capital Intensity: Insights from the Evolution of the Global Advertising Industry," Organization Science, INFORMS, vol. 22(1), pages 141-157, February.
    2. Sharon Horsky & Steven C. Michael & Alvin J. Silk, 2008. "The Internalization of Advertising Services: An Inter-IndustryAnalysis," Harvard Business School Working Papers 09-007, Harvard Business School.
    3. Alvin J. Silk & Charles King III, 2008. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality," Harvard Business School Working Papers 09-044, Harvard Business School.
    4. Nachum, L. & Rolle, J. D., 1999. "Home country and firm-specific ownership advantages: A study of US, UK and French advertising agencies," International Business Review, Elsevier, vol. 8(5-6), pages 633-660, October.
    5. Gernot Grabher, 2001. "Ecologies of Creativity: The Village, the Group, and the Heterarchic Organisation of the British Advertising Industry," Environment and Planning A, , vol. 33(2), pages 351-374, February.
    6. Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

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