The globalization of advertising : agencies, cities and spaces of creativity
This text unpacks the contemporary structure and spatial organization of global advertising agencies and reveals how global agencies operate as transnationally integrated organizations. It focuses on how the role of New York, Detroit and Los Angeles in advertising work has changed radically over the...
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| Format: | Book |
| Language: | English |
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London :
Routledge ,
c2011
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Table of Contents:
- 1. Introduction
- 2. The global advertising agency
- 3. Cities and the grounding of global advertising work
- 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
- 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