EC-92 and international advertising agencies
Susan Higgins and John Ryans
Change characterized the international advertising industry in the 1980s, and even greater turbulence may be expected in the European Community 1992 (EC-92) era. In this article, European advertising executives provide their views on advertising agency-client relations in this new EC-92 advertising 'order'.
During the 1980s, the international advertising industry experienced a period of extensive turmoil and change (Rawsthorne, 1989). A renewed interest in global marketing (Levitt, 1983), the expectations surrounding the European Community 1992 (Ryans & Rau, 1990), the far-reaching agency consolidations and concentration (Rothenberg, 1989), the changes...