Reimagining the advertising agency

2021 ◽  
pp. 131-156
Author(s):  
Robert Crawford
Keyword(s):  
Advertising Agency

The Only Wonderful Things

2020 ◽  
Author(s):  
Melissa J. Homestead
Keyword(s):  
Twentieth Century ◽  
American Southwest ◽  
Advertising Agency ◽  
Greenwich Village ◽  
Early Twentieth Century ◽  
Park Avenue ◽  
Fresh Perspective ◽  
The Cold War ◽  
Relationship Of ◽  
First Time

This book tells for the first time the story of the central relationship of novelist Willa Cather’s life, her nearly forty-year partnership with Edith Lewis. Cather has been described as a distinguished artist who turned her back on the crass commercialism of the early twentieth century and as a deeply private woman who strove to hide her sexuality, and Lewis has often been identified as her secretary. However, Lewis was a successful professional woman who edited popular magazines and wrote advertising copy at a major advertising agency and who, behind the scenes, edited Cather’s fiction. Recognizing Lewis’s role in Cather’s creative process changes how we understand Cather as an artist, while recovering their domestic partnership (which they did not seek to hide) provides a fresh perspective on lesbian life in the early twentieth century. Homestead reconstructs Cather and Lewis’s life together in Greenwich Village and on Park Avenue, their travels to the American Southwest that formed the basis of Cather’s novels The Professor’s House and Death Comes for the Archbishop, their summers as part of an all-woman resort community on Grand Manan Island, and Lewis’s magazine and advertising work as a context for her editorial collaboration with Cather. Homestead tells a human story of two women who chose to live in partnership and also explains how the Cold War panic over homosexuality caused biographers and critics to make Lewis and her central role in Cather’s life vanish even as she lived on alone for twenty-five years after her partner’s death.

scholarly journals Exploring advertiser's expectations of advertising agency services

2014 ◽  
Vol 22 (6) ◽  
pp. 587-601 ◽  
Author(s):  
Sarah Turnbull ◽  
Colin Wheeler
Keyword(s):  
Advertising Agency

scholarly journals Modernity in British advertising: selling cocoa and chocolate in the 1930s

2017 ◽  
Vol 9 (4) ◽  
pp. 451-466 ◽  
Author(s):  
Michael French
Keyword(s):  
Well Being ◽  
Advertising Agency ◽  
Consumer Durables ◽  
Content Type ◽  
Production Methods ◽  
Health And Nutrition ◽  
And Gender ◽  
Gender Groups ◽  
New Consumer ◽  
Health And Well Being

Purpose The purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate. Design/methodology/approach A survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s. Findings The paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages. Originality/value Although Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

So You're Going to Choose an Advertising Agency

1950 ◽  
Vol 15 (2) ◽  
pp. 239
Author(s):  
John F. Mee ◽  
James Thomas Chirurg
Keyword(s):  
Advertising Agency

Digital innovation in context

2019 ◽  
Vol 32 (3) ◽  
pp. 696-714 ◽  
Author(s):  
Daniel Nylén ◽  
Jonny Holmström
Keyword(s):  
Centralized Control ◽  
Church Of Sweden ◽  
Advertising Agency ◽  
Digital Innovation ◽  
Content Type ◽  
Organizational Settings ◽  
Interpretive Case Study ◽  
Traditional Organization

Purpose The purpose of this paper is to investigate how digital innovation processes emerge and evolve in organizational settings, and how serendipitous and unbounded digital innovations affect organizations’ overall digital directions. Design/methodology/approach The authors draw on an interpretive case study of the Church of Sweden, tracing in detail the design, deployment and governance of an interactive website for digital prayer, the Prayer Web (PW). Findings The findings show how the site came about in a serendipitous manner, created by an advertising agency as part of a marketing campaign. In turn, the unbounded nature of digital innovation was revealed as the wide and rapid adoption of the PW raised issues concerning the church’s overall digital direction linked to centralized control, as well as the nature and role of pastors, prayer and communities, as the site allowed people to post prayers and spread their messages (initially with no moderation). Originality/value The authors explore the serendipitous and unbounded ways in which digital innovation emerged and evolved in a traditional organization with a long legacy as an important societal institution. The paper contributes by generating rich insights on the role of the distinct aspects of digital technology in serendipitous and unbounded digital innovation. It particularly highlights how the editability and reprogrammability of digital artifacts triggered unexpected new behaviors and governance requirements in the organization under study. The authors encourage further research into the interrelationship between multiple unbounded and serendipitous digital innovations in an organization over time.

scholarly journals Brian Moeran: A Japanese Advertising Agency. An Anthropology of Media and Market

1999 ◽  
Author(s):  
Sune Olofsson Hansen
Keyword(s):  
Advertising Agency ◽  
Anthropology Of Media

An Anthropology of Media and Market. Anmeldes af Sune Olofsson Hansen

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