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Americans in Paris: The J. Walter Thompson Company in France, 1927–1968

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  • Hultquist, Clark Eric

Abstract

J. Walter Thompson (JWT), the leading American advertising agency until the 1970s, established a branch office in Paris in 1927. While many of JWT's worldwide branches became the leading agencies in their respective countries, notably Great Britain and Germany, JWT-Paris foundered from the late 1920s through the early 1960s. This article focuses on the reasons why: cultural clashes between the French and Americans, a regulated and protected French market, anti-Americanism among French businesses, and American condescension and insensitivity. It concludes with an analysis of and the reasons for JWT-Paris's achievement of limited success by the late 1960s.

Suggested Citation

  • Hultquist, Clark Eric, 2003. "Americans in Paris: The J. Walter Thompson Company in France, 1927–1968," Enterprise & Society, Cambridge University Press, vol. 4(3), pages 471-501, September.
    • Handle: RePEc:cup:entsoc:v:4:y:2003:i:03:p:471-501_01
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