American advertising agencies in Europe: J. Walter Thompson's Belgian business in the inter-war years

Véronique Pouillard

ULB Institutional Repository from ULB -- Universite Libre de Bruxelles

Abstract: This article examines the growth of J. Walter Thompson in inter-war Belgium. This leading US advertising agency established a branch in London in the late nineteenth century, followed by an office in Antwerp, a leading European port as well as an industrial centre. Belgium, as a small multicultural market, was a perfect place to test the new American standards in advertising. Antwerp and London thus saw the first steps towards the development of rationalised, modern and globalised advertising in Western Europe. © 2005 Taylor & Francis Group Ltd.

Date: 2005-01
Note: SCOPUS: ar.j
References: Add references at CitEc
Citations:

Published in: Business history (2005) v.47 n° 1,p.44-58

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ulb:ulbeco:2013/164195

Ordering information: This working paper can be ordered from
http://hdl.handle.ne ... lb.ac.be:2013/164195

Access Statistics for this paper

More papers in ULB Institutional Repository from ULB -- Universite Libre de Bruxelles Contact information at EDIRC.
Bibliographic data for series maintained by Benoit Pauwels ().