The Globalization of Advertising: Agencies, Cities and Spaces of Creativity

202 Pages·2011·1.72 MB·English

by  James R. Faulconbridge

The Globalization of Advertising
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 the 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 identifies 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The Globalization of Advertising draws upon previously unpublished research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 contempor-
ary advertising agencies, intra-o rganizational power relations and the distribution
of organizational capabilities all define how global agencies operate as transnation-
ally 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. 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 advert-
ising 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.
James R. Faulconbridge is a Senior Lecturer in Economic Geography at Lan-
caster University, UK. Jonathan V. Beaverstock is Professor of Economic
Geography at the University of Nottingham, UK. Corinne Nativel is a Lecturer
in English and Economic Geography at the University of Franche-C omté in
Besançon, France and a member of the CREW (Centre for Research on the
English Speaking World) at the University of Paris III-S orbonne Nouvelle. Peter
J. Taylor FBA is Director of Globalization and World Cities Research Network
(GaWC) and Professor of Geography at Northumbria University, UK.
Routledge studies in human geography
This series provides a forum for innovative, vibrant and critical debate within
Human Geography. Titles will reflect the wealth of research that is taking place
in this diverse and ever-e xpanding field. Contributions will be drawn from the
main sub- disciplines and from innovative areas of work that have no particular
sub- disciplinary allegiances.
Published:
1 A Geography of Islands 6 Mapping Modernities
Small island insularity Geographies of Central and
Stephen A. Royle Eastern Europe 1920–2000
Alan Dingsdale
2 Citizenships, Contingency and
the Countryside 7 Rural Poverty
Rights, culture, land and the Marginalisation and exclusion in
environment Britain and the United States
Gavin Parker Paul Milbourne
3 The Differentiated Countryside 8 Poverty and the Third Way
Jonathan Murdoch, Philip Lowe, Colin C. Williams and
Neil Ward and Terry Marsden Jan Windebank
4 The Human Geography of East 9 Ageing and Place
Central Europe Edited by Gavin J. Andrews and
David Turnock David R. Phillips
5 Imagined Regional Communities 10 Geographies of Commodity
Integration and sovereignty in the Chains
global south Edited by Alex Hughes and
James D. Sidaway Suzanne Reimer
11 Queering Tourism 20 Family Farms
Paradoxical performances at Harold Brookfield and
Gay Pride parades Helen Parsons
Lynda T. Johnston
21 China on the Move
12 Cross-C ontinental Food Chains Migration, the state, and the
Edited by Niels Fold and household
Bill Pritchard C. Cindy Fan
13 Private Cities 22 Participatory Action Research
Edited by Georg Glasze, Approaches and Methods
Chris Webster and Klaus Frantz Connecting people, participation
and place
14 Global Geographies of Post Sara Kindon, Rachel Pain and
Socialist Transition Mike Kesby
Tassilo Herrschel
23 Time–Space Compression
15 Urban Development in Historical geographies
Post- Reform China Barney Warf
Fulong Wu, Jiang Xu and
Anthony Gar-O n Yeh 24 Sensing Cities
Monica Degen
16 Rural Governance
International perspectives 25 International Migration and
Edited by Lynda Cheshire, Knowledge
Vaughan Higgins and Allan Williams and
Geoffrey Lawrence Vladimir Baláž
17 Global Perspectives on Rural 26 The Spatial Turn
Childhood and Youth Interdisciplinary perspectives
Young rural lives Barney Warf and Santa Arias
Edited by Ruth Panelli,
Samantha Punch and 27 Whose Urban Renaissance?
Elsbeth Robson An international comparison of
urban regeneration policies
18 World City Syndrome Libby Porter and Katie Shaw
Neoliberalism and inequality in
Cape Town 28 Rethinking Maps
David A. McDonald Martin Dodge, Rob Kitchin and
Chris Perkins
19 Exploring Post Development
Aram Ziai
29 Rural–Urban Dynamics 33 Design Economies and the
Livelihoods, mobility and markets Changing World Economy
in African and Asian Frontiers Innovation, production and
Jytte Agergaard, Niels Fold and competitiveness
Katherine V. Gough John Bryson and Grete Rustin
30 Spaces of Vernacular Creativity 34 The Globalization of Advertising
Rethinking the cultural economy Agencies, cities and spaces of
Tim Edensor, Deborah Leslie, creativity
Steve Millington and James R. Faulconbridge,
Norma Rantisi Jonathan V. Beaverstock,
Corinne Nativel and
31 Critical Reflections on Regional Peter J. Taylor
Competitiveness
Gillian Bristow 35 Cities and Low Carbon
Transitions
32 Governance and Planning of Harriet Bulkeley,
Mega- City Regions Vanesa Castán Broto,
An international comparative Mike Hodson and Simon Marvin
perspective
Jiang Xu and Anthony G.O. Yeh
Not yet published:
36 New Economic Spaces in Asian Cities
From industrial restructuring to the cultural turn
Peter W. Daniels, Kong Chong Ho and Thomas A. Hutton
The Globalization of
Advertising
Agencies, cities and spaces of creativity
James R. Faulconbridge,
Jonathan V. Beaverstock,
Corinne Nativel and Peter J. Taylor
First published 2011
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Simultaneously published in the USA and Canada
by Routledge
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This edition published in the Taylor & Francis e-Library, 2011.
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© 2011 James R. Faulconbridge, Jonathan V. Beaverstock, Corinne
Nativel and Peter J. Taylor
The right of James R. Faulconbridge, Jonathan V. Beaverstock, Corinne
Nativel and Peter J. Taylor to be identified as authors of this work has
been asserted by them in accordance with the Copyright, Designs and
Patent Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilized in any form or by any electronic, mechanical or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
The globalization of advertising/James R. Faulconbridge . . . [et al.]. – 1st
ed.
p. cm.
Includes bibliographical references and index.
1. Advertising. 2. Globalization–Economic aspects. I. Beaverstock,
Jonathan V.
HF5823.G563 2010
659.19042–dc22 2010027330
ISBN 0-203-86089-6 Master e-book ISBN
ISBN: 978-0-415-56716-9 (hbk)
ISBN: 978-0-203-86089-2 (ebk)
Contents
List of figures ix
List of tables x
Acknowledgements xii
PART I
Situating global advertising agencies and cities 1
1 Introduction 3
2 The global advertising agency 11
3 Cities and the grounding of global advertising work 28
PART II
Geographies of advertising work in the twenty- first century 47
4 Cities and advertising globalization: New York, Los Angeles
and Detroit in a global perspective 49
5 Agencies and advertising globalization: coordinating
interactions with clients and consumers 68
PART III
Agency-city relationships in advertising globalization 93
6 New York City: from centre of global advertising to a global
advertising centre 95
7 Los Angeles: a paradoxically ‘local’ creative city 111
viii Contents
8 Detroit: market change and a city falling outside the global
space economy 126
9 Coda: agencies, cities and recession 144
Conclusions: advertising agencies and cities in the space
economy 159
Appendix 172
Bibliography 173
Index 185
Figures
4.1 The cumulative decline in advertising connectivity by rank
for the top 100 cities 62
6.1 The location of key global agencies on Manhattan Island,
New York City 98
6.2 The territorial and network assets of New York City 109
7.1 The location of key global agencies in the greater Los
Angeles region 114
7.2 The territorial and network assets of Los Angeles 125
8.1 The location of key global agencies in the Detroit region 129
8.2 The advert developed as a result of the ‘Assignment Detroit’
project 141
8.3 The territorial and network assets of Detroit 142
9.1 Employment in advertising agencies in New York City,
Los Angeles and Detroit 149
9.2 Number of advertising agencies in New York City, Los
Angeles and Detroit 149
9.3 Advertising accounts of the major auto manufacturers that
left Detroit in 2009/10 154