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Advertising and creativity, a governance approach: a case study of creative agencies in London

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  • Pratt, Andy C.

Abstract

The author explores the processes of restructuring in the UK advertising industry. His core concern is with changes in advertising practice in creative advertising agencies. He explores how creativity is manifest as ‘peer regard’, and shows how there has been a shift of power between creative and media-buying functions as a result of the demise of the commission system in the last twenty-five years. A changing governance of advertising practice, that involves both formal regulation and economic governance in and across firms, is highlighted. It is argued that creativity is better seen as an effect rather than as a cause of particular advertising practices. The author concludes that the ‘creative governance’ of the UK advertising industry has favoured a close-knit and colocated community of firms. A future change in this form of governance could change this pattern.

Suggested Citation

  • Pratt, Andy C., 2006. "Advertising and creativity, a governance approach: a case study of creative agencies in London," LSE Research Online Documents on Economics 20703, London School of Economics and Political Science, LSE Library.
    • Handle: RePEc:ehl:lserod:20703
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    Citations

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    Cited by:

    1. Louise Crewe & Annie Wang, 2018. "Gender inequalities in the City of London advertising industry," Environment and Planning A, , vol. 50(3), pages 671-688, May.
    2. Høgni Kalsø Hansen & Lars Winther, 2010. "The Spatial Division Of Talent In City Regions: Location Dynamics Of Business Services In Copenhagen," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 101(1), pages 55-72, February.
    3. Pratt, Andy C., 2008. "What are the factors that could influence the future of work with regard to energy systems and the built environment?," Energy Policy, Elsevier, vol. 36(12), pages 4646-4651, December.
    4. Barbara Masiello & Alessandra Marasco & Francesco Izzo, 2013. "CO-creation in creative services: the role of client in advertising agencies? innovation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 131-155.
    5. Sara Cruz & Aurora Teixeira, 2015. "The neglected heterogeneity of spatial agglomeration and co-location patterns of creative employment: evidence from Portugal," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(1), pages 143-177, January.
    6. Cheng-Yi Lin, 2014. "The Evolution of Taipei’s Music Industry: Cluster and Network Dynamics in the Innovation Practices of the Music Industry," Urban Studies, Urban Studies Journal Limited, vol. 51(2), pages 335-354, February.
    7. Pratt, Andy C., 2008. "Cultural commodity chains, cultural clusters, or cultural production chains?," LSE Research Online Documents on Economics 20713, London School of Economics and Political Science, LSE Library.
    8. Neil Lee & Andrés Rodríguez-Pose, 2014. "Creativity, Cities, and Innovation," Environment and Planning A, , vol. 46(5), pages 1139-1159, May.
    9. Rafael Boix Domenech & Luciana Lazzeretti & Francesco Capone & Lisa De Propris & Daniel Sanchez, 2011. "The geography of creative industries in Europe: A comparison analysis in Italy, France, the United Kingdom, Spain and Portugal," ERSA conference papers ersa10p1501, European Regional Science Association.
    10. Andy C. Pratt, 2009. "Urban Regeneration: From the Arts `Feel Good' Factor to the Cultural Economy: A Case Study of Hoxton, London," Urban Studies, Urban Studies Journal Limited, vol. 46(5-6), pages 1041-1061, May.
    11. Andy C. Pratt, 2011. "The Cultural Economy and the Global City," Chapters, in: Ben Derudder & Michael Hoyler & Peter J. Taylor & Frank Witlox (ed.), International Handbook of Globalization and World Cities, chapter 23, Edward Elgar Publishing.
    12. Neil Lee & Andr�s Rodr�guez-Pose, 2014. "Innovation in Creative Cities: Evidence from British Small Firms," Industry and Innovation, Taylor & Francis Journals, vol. 21(6), pages 494-512, August.
    13. Andy C. Pratt, 2011. "Microclustering of the Media Industries in London," Chapters, in: Charlie Karlsson & Robert G. Picard (ed.), Media Clusters, chapter 6, Edward Elgar Publishing.
    14. Haans, Richard & van Witteloostuijn, Arjen, 2016. "Expected job creation across the cultural industries : A sectoral division and its implications for cultural policy," Other publications TiSEM 7ce678fe-ba20-4daa-907c-c, Tilburg University, School of Economics and Management.
    15. Cheng-Yi Lin, 2017. "The reputation-building process and spatial strategies of creative industries: A case study of product design firms in Taipei," Environment and Planning A, , vol. 49(1), pages 186-204, January.
    16. Patrizia Casadei & Neil Lee, 2020. "Global cities, creative industries and their representation on social media: A micro-data analysis of Twitter data on the fashion industry," Environment and Planning A, , vol. 52(6), pages 1195-1220, September.
    17. Christine Benna Skytt-Larsen & Lars Winther, 2015. "Knowledge Production, Urban Locations and the Importance of Local Networks," European Planning Studies, Taylor & Francis Journals, vol. 23(9), pages 1895-1917, September.

    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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