The Globalization of Advertising
Agencies, Cities and Spaces of Creativity
Routledge – 2011 – 196 pages
The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important role in developing global brands both nationally and internationally. This book indentifies and addresses questions on the globalization of advertising through detailed study of the contemporary advertising industry in Detroit, Los Angeles and New York City and the way advertising work has changed in the three cities over recent years.
The Globalization of Advertising draws upon previously unpublished research to unpack the contemporary structure, spatial organization and city geographies of global advertising agencies. The book demonstrates how teamwork in contemporary advertising agencies, intra-organizational power relations and the distribution of organizational capabilities all define how global agencies operate as transnationally integrated organizations. This in turn allows understanding to be developed of the role of the offices of global agencies located in the three case study cities, Detroit, Los Angeles and New York. The role of these three cities as preeminent markets for advertising in the USA is shown to have changed radically over recent years, experiencing both growth and decline in employment as a result of their position in global networks of advertising work; networks that operate in the context of a changing US economy and the rise of new and emerging centres of advertising in Asia and South America.
This book offers a cutting edge overview of recent and current trends in the globalization of advertising and new insights into the way global advertising agencies operate in and through world cities. It will be a valuable resource for researchers and students studying Geography, Management and Sociology.
Part 1: Situating Global Advertising Agencies and Cities 1. Introduction 2. The Global Advertising Agency 3. Cities and the Grounding of Global Advertising Work Part 2: Geographies of Advertising Work in the Twenty First Century 4. Cities and Advertising Globalization: New York, Los Angeles and Detroit in a Global Perspective 5. Agencies and Advertising Globalization: Coordinating Interactions with Clients and Consumers Part 3: Agency – City Relationships in Advertising Globalization 6. New York City: From Centre of Global Advertising to a Global Advertising Centre 7. Los Angeles: A Paradoxically ‘local’ Creative City 8. Detroit: Market Change and A City Falling Outside of the Global Space Economy 9. Coda: Agencies, Cities and Recession 10. Conclusions: Advertising Agencies and Cities in the Space Economy
James R. Faulconbridge is a Senior Lecturer in Economic Geography at Lancaster University, UK. His work examines the globalization of professional/business services and the management of learning and knowledge within firms.
Jon V. Beaverstock is Professor of Economic Geography at the University of Nottingham, UK. His research investigates the globalization of financial and professional services, world cities and highly-skilled migration.
Corinne Nativel is a Lecturer in English and Economic Geography at the University of Franche-Comté in Besançon, France and a member of the CREW (Centre for Research on the English Speaking World) at the University of Paris III-Sorbonne Nouvelle. Her research explores the relationships between urban labour and welfare restructuring.
Peter J. Taylor FBA is Director of Globalization and World Cities Research Network (GaWC) and Professor of Geography at Loughborough University, UK. His current research centres on the meaning of cities, historically and in contemporary globalization.