Pan-European advertising: Think Europe - Act local

S Dibb, L Simkin and Rex Yuen

Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate.

Pan-European advertising: think Europe - act local

Sally Dibb, Lyndon Simkin and Rex Yuen

Warwick Business School, University of Warwick

 

Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate. As the advertising industry attempts to get to grips with legislative and media changes, agencies are working hard to create alliances and develop networks which encompass markets in which they did not traditionally have a presence. This article draws on a combination of quantitative and qualitative...

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