Commercial reality demands long and lasting relationships that are beneficial to both advertising agencies and …

-industry variation in the use of in-house rather than independent advertising agencies by U.S. advertisers. While the vast majority of <u … advertising agencies by U.S. advertisers. While the vast majority of large advertisers employ outside agencies, it comes as a … and is greater for “creative” industries. Key words: Advertising Agencies, In-House, Vertical Integration, Make or Buy …

‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies … advertising agencies drew on shared forms of implicit knowledge about consumer psychology which anticipated post-1950s debates …-scale, international advertising agencies discovered the symbolic and emotional capacities of brands in building consumer loyalty and in …