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Small Town, Big Campaigns. The Rise and Growth of an International Advertising Industry in Amsterdam

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  • Robert Roling
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    Abstract

    Roling R. W. Small town, big campaigns. The rise and growth of an international advertising industry in Amsterdam, Regional Studies. This paper presents an historical analysis of international advertising by describing four waves of advertising from early twentieth-century Western capitalism. This analysis is necessary to understand the dynamics within the organizational structure of the global advertising industry, with a tendency both of concentration in global network advertising agencies and of de-concentration, as small, flexible, and independent international advertising agencies came to the fore as innovative players. It is particularly this emerging group of smaller independent agencies that use Amsterdam in the Netherlands as a hub to create advertisements for the international market, and thereby have contributed to the increasing international importance of Amsterdam's advertising industry from the early 1990s and onwards. The difference between the different types of advertising agencies in terms of their market position is best reflected by their project networks. The global network advertising agencies turn out to be highly locally orientated, whereas the independents turn out to be much more international. [image omitted] Roling R. W. Une petite ville, d'importantes campagnes. L'essor et le declin de la publicite internationale a Amsterdam, Regional Studies. Cet article cherche a presenter une analyse historique de la publicite internationale en decrivant quatre vagues de publicite a partir du capitalisme occidental du debut du vingtieme siecle. Cette analyse facilite une meilleure comprehension de la dynamique au sein de la structure organisationnelle de la publicite mondiale qui a une tendance a la concentration des agences de publicite en reseau mondial et a la deconcentration, au fur et a mesure que les agences internationales flexibles independantes de petite taille se font connaitre comme acteurs innovateurs. C'est notamment ce groupe naissant d'agences independantes plus petites qui se sert d'Amsterdam en Hollande comme noyau afin de creer des publicites pour le marche international et, par la suite, a contribue a l'importance internationale croissante de la publicite a Amsterdam a partir des annees 1990. La difference des agences de publicite en termes de leur situation sur le marche se reflete le mieux dans leur reseaux de projet. Il s'avere que les agences de publicite en reseau mondial visent fortement le marche local, tandis que les independants visent plutot le marche international. Publicite Industries de la culture Mondialisation Reseaux de projet Roling R. W. Kleine Stadt, grosse Kampagnen: Aufstieg und Wachstum einer internationalen Werbebranche in Amsterdam, Regional Studies. Dieser Beitrag enthalt eine historische Analyse der internationalen Werbung. Beschrieben werden vier Werbewellen aus dem westlichen Kapitalismus des fruhen 20. Jahrhunderts. Diese Analyse ist erforderlich fur ein Verstandnis der Dynamik innerhalb der Organisationsstruktur der weltweiten Werbebranche, bei der einerseits eine Tendenz zu einer Konzentration in weltweiten Netzwerk-Werbeagenturen und andererseits eine Tendenz zur Dekonzentration durch den Aufstieg innovativer Akteure in Form von kleinen, flexiblen und unabhangigen internationalen Werbeagenturen zu verzeichnen ist. Insbesondere diese neue Gruppe von kleinen und unabhangigen Agenturen hat Amsterdam in den Niederlanden als Drehkreuz fur die Entwicklung von Anzeigen fur den internationalen Markt genutzt und damit zur gewachsenen internationalen Bedeutung der Werbebranche von Amsterdam seit Beginn der neunziger Jahre beigetragen. Der Unterschied zwischen den verschiedenen Arten von Werbeagenturen hinsichtlich ihrer Marktposition zeigt sich am besten an ihren Projekt-Netzwerken. Die globalen Netzwerk-Werbeagenturen erweisen sich als hochgradig lokal orientiert, wahrend sich die unabhangigen Agenturen als deutlich internationaler erweisen. Werbung Kulturbranchen Globalisierung Projekt-Netzwerke Roling R. W. Ciudad pequena, grandes campanas: el ascenso y el crecimiento de una industria publicitaria internacional en Amsterdam, Regional Studies. En este articulo presentamos un analisis historico de la publicidad internacional al describir cuatro olas de publicidad en el capitalismo occidental a principios del siglo XX. Este analisis es necesario para entender las dinamicas dentro de la estructura organizativa de la industria publicitaria global, con una tendencia a la concentracion en las agencias de publicidad de redes globales y la desconcentracion cuando las pequenas agencias de publicidad internacionales, flexibles e independientes se establecieron como protagonistas innovadores. Es especialmente este grupo emergente de pequenas agencias independientes que usan Amsterdam en los Paises Bajos como un eje para crear anuncios para el mercado internacional, por lo que han contribuido a la creciente importancia internacional de la industria publicitaria de Amsterdam desde principios de los noventa. La diferencia entre los diferentes tipos de agencias de publicidad en cuanto a su posicion en el mercado se refleja mejor en sus redes de proyectos. La red global de agencias de publicidad resulta ser altamente orientada a nivel local mientras que las agencias independientes son mucho mas internacionales. Publicidad Industrias culturales Globalizacion Redes de proyectos

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    Bibliographic Info

    Article provided by Taylor & Francis Journals in its journal Regional Studies.

    Volume (Year): 44 (2010)
    Issue (Month): 7 ()
    Pages: 829-843

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    Handle: RePEc:taf:regstd:v:44:y:2010:i:7:p:829-843

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    Keywords: Advertising; Cultural industries; Globalization; Project networks;

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