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The article is aimed at highlighting major changes in advertising and marketing at the international level as a result of the coronavirus pandemic and the resulted global economic crisis. When carrying out a detailed analysis of scientific articles, the main trends were identified, according to which the modern advertising industry in the world will continue to change, and a vision of possible ways to further develop the situation in the context of the international crisis in the economy has been formed. The key indicators of the economic crisis have been defined and their impact on the decisions of advertising agencies on the choice of means, channels and content of advertising campaigns is highlighted. A new direction has been formed in which advertising agencies implement and promote their own campaigns. The relevance of on-line advertising during the lockdown period is substantiated, namely, advertising on social networks, video resources and streaming platforms; advertising embedded in online games, etc. Benefits of broadcasting advertising through on-line channels compared to traditional advertising methods are allocated and substantiated. Prospect of this direction of research is to determine the most effective methods and topics of on-line advertising in order to reach a new audience and increase the customer base of advertising agencies. For in today’s world information technology occupies the position of the most actual way to move business forward in any sphere, a significant share of investments are made in new ad formats, payment models and technology solutions that meet or surpass global industry standards. Further development of the sphere of digital advertising can lead to even more displacement of the off-line methods of advertising from the market: because the end consumers no longer use a PC in order to go on-line, but more often browse the Internet resources from their portable devices.

У роботі визначено особливості сучасного ринку рекламних послуг в Україні та розроблено стратегію створення нового рекламного агентства.

La Historia, en todos los órdenes, reconoce en el primer tercio del siglo XX la modernidad española. Esta consideración ha guiado nuestro interés en un ámbito bastante desconocido de la historia publicitaria en España: la agencia de publicidad, agente incuestionable del desarrollo y evolución del sector publicitario. Para su estudio, nos hemos servido de fuentes documentales de la época, que han derivado en el hallazgo de testimonios, cuyo resultado primordial ha sido el de verificar la creación de numerosas agencias hasta ahora inéditas. History, on all fronts, considers the first third of the 20th century the Spanish modernity. That fact has sparked an interest of a hidden field in the history of the Spanish advertising: the advertising agency, unquestionable factor of development and evolution of the advertising sector. In order to study it, several reliable sources from that period have been used to obtain unprecedented testimonies which verify the creation of several agencies unknown until now.

Essa pesquisa tem como tema as rotinas e práticas da produção publicitária que contribuem para o afastamento de profissionais mulheres do departamento de criação em agências. Para observar estes movimentos, o objetivo é compreender de que forma os habitus profissional e o habitus de gênero estruturam a atuação da mulher trabalhadora do setor criativo, e os mecanismos de resistência e transformação. Nesse sentido, nos apoiamos nos conceitos de Pierre Bourdieu sobre habitus a fim de compreender diferentes dinâmicas sociais e analisar a criação e seus atores. Da mesma forma com a reprodução de práticas institucionalizadas e a resistência a elas, visando uma adaptação de acordo com os contextos de agentes sociais, observada por Mangi (2012). Para adentrar no subcampo, nosso aporte teórico é estruturado a partir da compreensão das contribuições de Bourdieu e as apropriações no campo publicitário no diz respeito ao habitus, especificamente no espaço da criação, identificada por Petermann (2011) como um subcampo. Buscou-se assim, observar as práticas e as estruturas que orientam profissionais da área e suas formas de atuação, da mesma forma que elabora percepções referentes às construções de gênero. Após o entendimento dessas estruturas profissionais e sociais, destacamos movimentos de revisão das mesmas, a partir de reflexões e questionamentos de agentes que originam adaptações funcionais em um espaço social. De vertente qualitativa, nossa metodologia conta com a técnica de pesquisa bibliográfica para resgatar estudos do campo da comunicação, estudos de mulheres e de gênero e a abordagem da temática de gênero e o mercado de trabalho na comunicação midiática. Utilizamos também da técnica de pesquisa documental para observar o cenário das agências, a partir do levantamento de premiações de comunicação, percebidas como mecanismos de institucionalização do campo publicitário. Na região sul do Brasil são contempladas três agências para avaliar, por obterem o maior número de indicações e vitórias. A partir desses dados, buscamos por três diferentes perfis de agentes do subcampo da criação, sendo eles: lideranças do setor; mulheres criativas atuantes; e mulheres dissidentes. Os perfis escolhidos foram selecionados para realizar entrevistas semiabertas e observar suas perspectivas referentes às práticas e rotinas da criação que a tornam um lugar hostil para as mulheres. Como resultados, identificamos o subcampo reproduzindo com relativa força as normas e estruturas institucionalizadas, orientadas pelo habitus profissional e pelo habitus de gênero, bem como mecanismos de resistência a elas, expressando o início de movimentos de revisão e adaptação dessas estruturas, em função de diferentes tensionamentos que pressionam a sua reflexão e a reestruturação institucional. This research has as subject the routines and the practices of production that contribute to the absence of professional women in the creative department in advertising agencies. In order to observe these movements, the research's goal is to understand how the professional habitus and the gender habitus structure the work of women workers in the creative sector, and the mechanisms of resistance and transformation. For this, we rely on Pierre Bourdieu's concepts of habitus in order to understand different social dynamics and analyze creation and their actors, as well as the reproduction of institutionalized practices and resistance to them, aiming at adaptation according to the contexts of social agents, observed by Mangi (2012). To enter the subfield, our theoretical contribution is structured based on the understanding of Bourdieu's contributions and the appropriations in the advertising field with respect to habitus, specifically in the space of creation, identified by Petermann (2011) as a subfield, aiming to observe the practices and the structures that guide professionals in the area and their ways of acting, in the same way that it elaborates perceptions regarding gender constructions. After understanding these professional and social structures, we highlight movements for reviewing them, based on reflections and questions from agents that originate functional adaptations in a social space. With a qualitative aspect, our methodology relies on the technique of bibliographic research to rescue studies in the field of communication, studies of women and gender and the approach of the theme of gender and the job market in media communication. We also use the documentary research technique to observe the scene of the agencies from the survey of communication awards, perceived as mechanisms of institutionalization of the advertising field, whose agencies in the southern region of Brazil are contemplated to evaluate the three agencies with the highest number of nominations and victories. From these data, we searched for three different profiles of agents in the creation subfield, namely: sector leaders; active creative women; and dissident women, to conduct semi-open interviews and observe their perspectives regarding the practices and routines of creation that make it a hostile place for women. As results, we identified the subfield reproducing with relative strength the institutionalized norms and structures, oriented by the professional habitus and by the gender habitus, as well as mechanisms of resistance to them, expressing the beginning of movements of revision and adaptation of these structures, in function of different tensions that pressure its reflection and institutional restructuring.

La naturaleza de la actividad publicitaria trae consigo una dedicación centrada en el anunciante, para el cual, las agencias de publicidad definen, planifican y ejecutan estrategias de comunicación a todos los niveles. Sin embargo, poco se ha hablado de cómo las propias agencias de publicidad trabajan y perfilan su comunicación, en aras de captar y conseguir tanto clientes como su posicionamiento de marca en el mercado. La comunicación de las agencias se ha limitado, tradicionalmente, a obtener posicionamiento y reconocimiento en festivales y certámenes destinados a valorar su trabajo, evitando anunciarse en medios convencionales, para no entrar en conflicto con sus propios clientes. Sin embargo, con el surgimiento de las redes sociales y los medios digitales, el escenario de comunicación ha cambiado significativamente y las agencias han encontrado un espacio virtual en el que poder trabajar su comunicación, hacer autopublicidad y trabajar sus valores de marca. El presente trabajo realiza un análisis descriptivo sobre la presencia y uso de redes sociales de las agencias españolas de publicidad asociadas a la Asociación Española de Agencias de Comunicación Publicitaria (AEACP), que se complementa con una revisión de los mensajes difundidos por las mismas en redes sociales. Los resultados apuntan a que las agencias buscan su presencia en redes sociales, a pesar de que todavía no se están explotando todas las posibilidades que ofrecen estos canales. Además, se detecta un proceso de cambio tímido pero existente en base al uso de las redes sociales como soportes corporativos para las agencias. The nature of advertising activity brings with it a dedication focused on the advertiser, for whom advertising agencies define, plan and execute communication strategies at all levels. However, little has been said about how advertising agencies themselves work and profile their communication, in order to capture and get both customers and their brand positioning in the market. The communication of agencies has traditionally limited to obtain positioning and recognition in festivals and contests aimed at valuing their work, avoiding advertising in conventional media, so as not to come into conflict with their own customers. However, with the emergence of social networks and new digital media, the communication scenario has changed significantly and agencies have found a virtual space in which to work their communication, make self-advertising and work on their brand values. This work includes a descriptive analysis of the presence, use and situation of social media of Spanish advertising agencies associated with the Spanish Association of Advertising Communication Agencies (AEACP), which is complemented by a review of the content disseminated by them on social networks. The results indicate that agencies are looking for their presence on social networks, even though they are not yet exploiting all the possibilities offered by these media. In addition, a timid but existing process of change is detected based on the use of social networks as corporate supports for agencies.

В современном мире, где одну из главенствующих ролей в жизни людей занимает Интернет, только ленивый не зарегистрирован в какой-либо социальной сети. «Социальные сети платформы, онлайн-сервисы, веб-сайты для организации и поддержания социального общения». Социальные сети с каждым днем все больше охватывают сферы нашего существования. С помощью них люди общаются, обмениваются мнениями, самовыражаются и многое другое. Но всему свойственно изменяться, и вот уже социальная сеть не просто место, где можно поболтать с друзьями, а полноценная платформа для выстраивания коммуникации между компаниями и их потенциальными или действующими потребителями. Помимо этого, в социальных сетях современный человек проводит большое количество времени. Они являются самой популярной категорией скачиваемых на смартфоны приложений. Выстраивание этой коммуникации между брендом и потребителем происходит не стихийно, а с помощью специализированных инструментов и методов маркетинга в социальных сетях, о которых более подробно мы поговорим в следующих главах. «SMM (Social Media Marketing) - это новый, но очень перспективный способ продвижения товаров и услуг при помощи форумов, блогосферы,социальных сетей, сервисов мгновенных сообщений, то есть всех доступных на сегодняшний день социальных медиа-каналов». Актуальность исследования обоснована тем, что социальные сети активно используются в качестве платформы для коммуникации бренда в качестве инструмента рекламной технологии, но зачастую не существует полного понимания грамотного построения рекламной коммуникации в социальных сетях., In the modern world, where the Internet takes one of the leading roles in people's lives, only the lazy one is not registered in any social network. "Social networking platforms, online services, websites for organizing and maintaining social communication". Social networks every day more and more cover the spheres of our existence. With the help of them, people communicate, exchange opinions, express themselves and much more. But everything tends to change, and now the social network is not just a place where you can chat with friends, but a full-fledged platform for building communication between companies and their potential or existing consumers. In addition, in social networks, modern people spend a lot of time. They are the most popular category of applications downloaded to smartphones. Building this communication between the brand and the consumer does not occur spontaneously, but with the help of specialized tools and marketing methods in social networks, which we will discuss in more detail in the next chapters. “SMM (Social Media Marketing) is a new but very promising way to promote goods and services using forums, the blogosphere, social networks, instant messaging services, that is, all the social media channels available today”. The relevance of the study is justified by the fact that social networks are actively used as a platform for brand communication as a tool for advertising technology, but often there is no complete understanding of the competent construction of advertising communication in social networks., Экономика и предпринимательство, Выпуск 5 (118) 2020

La naturaleza de la actividad publicitaria trae consigo una dedicación centrada en el anunciante, para el cual, las agencias de publicidad definen, planifican y ejecutan estrategias de comunicación a todos los niveles. Sin embargo, poco se ha hablado de cómo las propias agencias de publicidad trabajan y perfilan su comunicación, en aras de captar y conseguir tanto clientes como su posicionamiento de marca en el mercado. La comunicación de las agencias se ha limitado, tradicionalmente, a obtener posicionamiento y reconocimiento en festivales y certámenes destinados a valorar su trabajo, evitando anunciarse en medios convencionales, para no entrar en conflicto con sus propios clientes. Sin embargo, con el surgimiento de las redes sociales y los medios digitales, el escenario de comunicación ha cambiado significativamente y las agencias han encontrado un espacio virtual en el que poder trabajar su comunicación, hacer autopublicidad y trabajar sus valores de marca. El presente trabajo realiza un análisis descriptivo sobre la presencia y uso de redes sociales de las agencias españolas de publicidad asociadas a la Asociación Española de Agencias de Comunicación Publicitaria (AEACP), que se complementa con una revisión de los mensajes difundidos por las mismas en redes sociales. Los resultados apuntan a que las agencias buscan su presencia en redes sociales, a pesar de que todavía no se están explotando todas las posibilidades que ofrecen estos canales. Además, se detecta un proceso de cambio tímido pero existente en base al uso de las redes sociales como soportes corporativos para las agencias. The nature of advertising activity brings with it a dedication focused on the advertiser, for whom advertising agencies define, plan and execute communication strategies at all levels. However, little has been said about how advertising agencies themselves work and profile their communication, in order to capture and get both customers and their brand positioning in the market. The communication of agencies has traditionally limited to obtain positioning and recognition in festivals and contests aimed at valuing their work, avoiding advertising in conventional media, so as not to come into conflict with their own customers. However, with the emergence of social networks and new digital media, the communication scenario has changed significantly and agencies have found a virtual space in which to work their communication, make self-advertising and work on their brand values. This work includes a descriptive analysis of the presence, use and situation of social media of Spanish advertising agencies associated with the Spanish Association of Advertising Communication Agencies (AEACP), which is complemented by a review of the content disseminated by them on social networks. The results indicate that agencies are looking for their presence on social networks, even though they are not yet exploiting all the possibilities offered by these media. In addition, a timid but existing process of change is detected based on the use of social networks as corporate supports for agencies.

Las agencias publicitarias se ven afectadas por la necesidad de adaptarse a un fenómeno comercial que se encuentra presente en gran parte de las acciones de comunicación llevadas a cabo en redes sociales digitales de las grandes marcas, esto es, el influencer. Este perfil se presenta como un nuevo líder de opinión muy interesante para las marcas las cuales aprovechan el liderazgo de estas microcelebrities para atraer a nuevos consumidores. A través de veintiuna entrevistas en profundidad a agencias españolas y un panel Delphi de quince expertos, se constata un dominio complejo de las fuerzas entre anunciante y agencia. La repercusión mediática que tienen estas personalidades provoca que el anunciante posea un mayor control sobre las decisiones estratégicas resultando a su vez en un desafío estratégico para el profesional publicitario que ve afectadas las estructuras de las agencias, así como un aumento en la demanda de este tipo de estrategias. The advertising agencies are affected by the need to adapt to a commercial phenomenon that is present in a large part of the communication actions in digital social networks of major brands; the influencer. This profile is presented as a new opinion leader very interesting for brands which take advantage of the leadership of these microcelebrities to attract new consumers. Through twenty-one in-depth interviews with Spanish agencies and a Delphi panel of fifteen experts, a complex domain of forces between advertiser and agency can be found. The media impact of these personalities causes the advertiser to have greater control over strategic decisions, resulting in a strategic challenge for the advertising professionals that affects the structures of the agencies, as well as an increase in the demand of this type of strategies.

The idea generation techniques are tools which are aimed at solving problems of various kinds, being considered as instruments that encourage the creative potential of people with the goal of generating many ideas in a short period of time. This paper reviews the main techniques for generating ideas applied in the field of advertising and analyzes the degree of knowledge and usage of them by professionals from Spanish advertising agencies. In order to do this, fifteen techniques were reviewed and twenty-two interviews were made. The vast majority of respondents know several techniques and agree about their usefulness in greater or lesser degree, with brainstorming as the quintessential technique. Although the degree of use is high and diverse, advertising creatives prefer, in many cases, to use their own methods which, however, are related to the most known techniques. Las técnicas de generación de ideas son herramientas orientadas a la resolución de problemas de diversa índole, siendo instrumentos que impulsan el potencial creativo de las personas con el objetivo de generar muchas ideas en poco tiempo. En este trabajo se realiza una revisión de las principales técnicas de generación de ideas con aplicación en el ámbito de la publicidad y se analiza su grado de conocimiento y uso por parte de los profesionales de las agencias publicitarias españolas. Para ello, se revisaron 15 técnicas y se realizaron 22 entrevistas. La inmensa mayoría de los entrevistados conocen varias técnicas y se muestran de acuerdo con su utilidad en mayor o menor grado, siendo el brainstorming la técnica por excelencia. Aunque el grado de uso es alto y diverso, los creativos publicitarios prefieren, en muchos casos, utilizar métodos propios que, no obstante, guardan relación con las técnicas más conocidas.

Статья посвящена анализу правовой сущности рекламной деятельности. На основе анализа различных позиций, представленных в научной литературе, и судебной практики показано, что существую несколько концепций правового содержания рекламной деятельности. Договорная концепция предполагает распределение обязанностей между сторонами по рекламному договору. Концепция регулируемой рекламной деятельности основана на представлении об обязанности этих сторон выполнять специальные требования независимо от договора. Показано, что более обоснованной выступает договорная концепция рекламной деятельности., The article is devoted to the analysis of the legal nature of advertising. Based on the analysis of various positions presented in the scientific researches and legal practices, it is shown that there are several legal concepts of the advertising activities. The agreement concept is based on bearing responsibilities between the parties to an advertising contract. The concept of regulated advertising is based on the idea of the obligation of these parties to fulfill the special requirements regardless to the contract. It is shown that the agreement concept of advertising activity is more reasonable.

Advertising agencies are hired to develop creative advertising for their clients. This paper explores the advertising creative process used by agencies when developing new creative work. Using in-depth interviews with 21 agency practitioners in the United Kingdom (UK) this study examines the stages that take place within the advertising creative process. Findings suggest the process is made up of a series of sequentially linked stages and illustrate how agencies validate advertising creative during development. The study provides insight into how agencies customise the process and identifies that agencies have different approaches to the level of client involvement. Implications for practitioners are discussed and areas for future research identified.

The art director is essential in an advertising agency. He steps in every projects which requires creation. As his name supposes to, he’s responsible of the “art” during the project. But his role often differs from this supposition, and depends on a lot of factors, like his company’s politic. This document questions the art director’s role in the creation process, and which elements affects its autonomy.; Le directeur artistique est un métier essentiel au sein d’une agence de publicité. Il intervient dans toutes les commandes nécessitant de la création. Comme son nom l’indique, il dirige l’art au cours d’un projet. Pourtant, son rôle diffère souvent de cette vision, et varie en fonction de nombreux facteurs, comme la politique adoptée par son entreprise. Ce mémoire vient questionner son rôle dans le processus de création et quels facteurs sont la cause de cette variation.

The theme of this dissertation is professionalization in advertising. Specifically in Brazilian advertising, and taking into account that professionalization in this field was articulated with the expansion and consolidation of the biggest North American publicity agencies in Latin America between the 1930s and 1960s, this research focuses on analyzing the contribution of the North American publicity agency McCann-Erickson in developing the advertising field. Assuming the hypothesis that there is a particularity in the Brazilian experience of McCann, this research demonstrates how the sociology of professions, added to the theory of construction of fields, can be applied to study of the consolidation of publicity as a unique professional community. This research also demonstrates how the historical contexts of creation of the Brazilian and the North American advertising fields intertwine with the trajectory of the agency McCann-Erickson in Brazil. Finally, this research also analyzes the mechanisms and the specific capitals operated by this agency in order to assert its dominant position in the Brazilian advertising field. A presente dissertação tem como tema a profissionalização do campo publicitário. Em se tratando do campo publicitário brasileiro especificamente, e levando em consideração que a profissionalização desse campo esteve devidamente articulada com a expansão e consolidação das grandes agências publicitárias americanas na América Latina, entre as décadas de 1930 e 1960, a pesquisa tem como foco analisar a contribuição da agência publicitária americana McCann-Erickson para o desenvolvimento do mesmo. Partindo da hipótese de que há uma particularidade inerente à experiência brasileira da McCann, a pesquisa mostra como o aporte teórico da Sociologia das Profissões, somado à teoria de construção de campo, podem ser aplicados no estudo da consolidação da Publicidade como uma comunidade profissional única, seguido pela demonstração de como os contextos históricos de criação dos campos publicitários americano e brasileiro se entrelaçam com a trajetória da agência McCann-Erickson em solo brasileiro, e terminando com a análise dos mecanismos e capitais específicos acionados pela agência em questão para a afirmação de seu posicionamento como polo dominante dentro do campo publicitário brasileiro.

L’objecte d’estudi d’aquesta investigació és l’anàlisi de la figura de Rafael Roldós Viñolas, de la seva obra i del seu llegat. Al llarg d’aquestes pàgines no només es revelen noves dades del qui és considerat el primer agent de publicitat documentat d’Espanya i un dels artífexs del naixement de l’activitat publicitària del nostre país, sinó que, a més, es desvetlla informació fins ara inèdita que evidencia el seu caràcter emprenedor; els seus mèrits van més enllà de la publicitat. La tasca de recerca que s’ha dut a terme ens permet descobrir, a més de la seva evident implicació en el periodisme, a través de Las Noticias, la seva vinculació a altres disciplines. La concepció d’aquest treball es basa no només en la reconstrucció cronològica de la vida i l’obra de Rafael Roldós Viñolas, sinó també en l’anàlisi de la trajectòria dels seus dos grans projectes: l’agència de publicitat Roldós y Compañía (1872) i el diari Las Noticias (1896), fins a finals de la dècada de 1950. D’ençà la seva mort, el 1918, entren en escena els seus fills, Rafael i Ruperto Roldós Gómez, successors del seu llegat. La seva implicació en el desenvolupament de l’agència, així com en la història de la publicitat i del periodisme ens obliga també a considerar-los i a estudiar la seva trajectòria en el marc publicitari, periodístic i polític, sovint amb certa profunditat., El objeto de estudio de esta investigación es el análisis de la figura de Rafael Roldós Viñolas, de su obra y de su legado. A lo largo de estas páginas no sólo se revelan nuevos datos del que es considerado el primer agente de publicidad documentado de España y uno de los artífices del nacimiento de la actividad publicitaria de nuestro país, sino que, además, se desvela información hasta ahora inédita que evidencia su carácter emprendedor y cuyos méritos trascienden a la publicidad. La labor investigadora llevada a cabo nos permite descubrir, además de su evidente implicación en el periodismo, a través de Las Noticias, su vinculación a otro tipo de disciplinas. La concepción de este trabajo se basa no sólo en la reconstrucción cronológica de la vida y obra de Rafael Roldós Viñolas, sino también en el análisis de la trayectoria de sus dos grandes proyectos: la agencia de publicidad Roldós y Compañía (1872) y el diario Las Noticias (1896), hasta finales de la década de 1950. Desde su fallecimiento, en 1918, entran en escena sus hijos, Rafael y Ruperto Roldós Gómez, sucesores de su legado. Su implicación en el desarrollo de la agencia, así como en la historia de la publicidad y del periodismo nos obliga también a tomarlos en consideración y a estudiar su trayectoria en el marco publicitario, periodístico y político, en ocasiones con cierta profundidad., The object of study of this research is the analysis of the figure of Rafael Roldós Viñolas, of his work and his legacy. Along these pages, not only will reveal new information on what is considered to be the first documented agent in Spain and one of the architects of birth of the advertising activity of our country, but also will be unveiled until now unpublished information which demonstrates its entrepreneurial character and whose merits transcend to advertising. The research work carried out allows us to discover in addition to its apparent involvement in journalism, through the Las Noticias, its link to another type of disciplines. The conception of this work is based on the chronological reconstruction of the life and work of Rafael Roldós Viñolas, but also in the analysis of the history of its two major projects: the advertising agency Roldós y Compañía (1872), and the journal Las Noticias (1896), until the end of the 1950's. Since his death, in 1918, enter the scene their sons, Rafael and Ruperto Roldós Gomez, successors of his legacy. His involvement in the development of the agency and in the history of advertising and journalism requires us to take them into consideration and study its trajectory in the context advertising, journalistic and political, sometimes with some depth.

Tim Bourne (2014) mentions a series of changes in the advertising market that range from the emergence of new competitors, new opportunities and communication priorities to changes in sales and distribution. In this current scenario, technology plays a pervasive role and acts like an engine able to boost innovations and new developments. The aim of this article is to highlight the key aspects in the transformation of the advertising industry and advertising agency as a result of the effects of digitization. To this end, following a review of the works published in Spanish and international scientific journals, this paper describes the main characteristics of the advertising communication in digital culture and how this recent media environment has created new ways of understanding communication and advertising creativity. Furthermore, the main transformations that advertising agencies must accomplish to continue fulfilling their role within the digital environment are emphasized. Finally, although there are few studies that investigate the changes that have occurred in the process of creative work within agencies (Sasser, Scott and Kilgour, 2013), some characteristics of the agencies of the future are outlined., Tim Bourne (2014) advierte de una serie de cambios en el mercado publicitario como el surgimiento de nuevos competidores, nuevas oportunidades y prioridades de comunicación y cambios en las ventas y en la distribución. En este panorama, la tecnología juega un papel omnipresente y es el motor capaz de inspirar hacia nuevas innovaciones y evoluciones. El objetivo del presente artículo es resaltar los aspectos fundamentales en la transformación de la industria publicitaria y de la agencia de publicidad como consecuencia de los efectos de la digitalización. Para ello, y tras una revisión de los trabajos publicados en revistas científicas españolas y extranjeras, en el presente trabajo se describen las características principales de la comunicación publicitaria en la cultura digital y, cómo en este nuevo entorno mediático, han surgido nuevas formas de entender la comunicación y la creatividad publicitaria. A continuación se resaltarán las principales transformaciones que las agencias de publicidad deben realizar para seguir cumpliendo con su función dentro del entorno digital. Por último, y aunque existen pocos estudios que investiguen los cambios que se han producido en los procesos de trabajo creativos dentro de las agencias (Sasser, Scott y Kilgour, 2013), se esbozan algunas características de la agencias del futuro.

Tim Bourne (2014) advierte de una serie de cambios en el mercado publicitario como el surgimiento de nuevos competidores, nuevas oportunidades y prioridades de comunicación y cambios en las ventas y en la distribución. En este panorama, la tecnología juega un papel omnipresente y es el motor capaz de inspirar hacia nuevas innovaciones y evoluciones. El objetivo del presente artí- culo es resaltar los aspectos fundamentales en la transformación de la industria publicitaria y de la agencia de publicidad como consecuencia de los efectos de la digitalización. Para ello, y tras una revisión de los trabajos publicados en revistas científicas españolas y extranjeras, en el presente trabajo se describen las características principales de la comunicación publicitaria en la cultura digital y, cómo en este nuevo entorno mediático, han surgido nuevas formas de entender la comunicación y la creatividad publicitaria. A continuación se resaltarán las principales transformaciones que las agencias de publicidad deben realizar para seguir cumpliendo con su función dentro del entorno digital. Por último, y aunque existen pocos estudios que investiguen los cambios que se han producido en los procesos de trabajo creativos dentro de las agencias (Sasser, Scott y Kilgour, 2013), se esbozan algunas características de la agencias del futuro. Tim Bourne (2014) mentions a series of changes in the advertising market that range from the emergence of new competitors, new opportunities and communication priorities to changes in sales and distribution. In this current scenario, technology plays a pervasive role and acts like an engine able to boost innovations and new developments. The aim of this article is to highlight the key aspects in the transformation of the advertising industry and advertising agency as a result of the effects of digitization. To this end, following a review of the works published in Spanish and international scientific journals, this paper describes the main characteristics of the advertising communication in digital culture and how this recent media environment has created new ways of understanding communication and advertising creativity. Furthermore, the main transformations that advertising agencies must accomplish to continue fulfilling their role within the digital environment are emphasized. Finally, although there are few studies that investigate the changes that have occurred in the process of creative work within agencies (Sasser, Scott and Kilgour, 2013), some characteristics of the agencies of the future are outlined.

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is surprising considering the background of relatively low local advertising budgets compared to industrialized nations. This article analyzes success factors and derives suggestions for the German marketing industry of how to benefit from them. Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung. In den letzten Jahren ist eine Zunahme sowohl an Einreichungen als auch an Gewinnern auszumachen, die ihren Ursprung in Schwellen- und Entwicklungsländern haben, was insbesondere unter dem Gesichtspunkt verwundert, dass die dortigen Werbebudgets im Vergleich zu den Budgets innerhalb den Ländern der ersten Welt in der Regel erheblich geringer ausfallen. Der vorliegende Artikel analysiert die Erfolgsfaktoren und leitet ab, wie sich diese durch die deutsche Marketingbranche nutzbar machen lassen.

This thesis investigates how Swedish advertising professionals experience their work in the digital age. Findings from semi-structured qualitative interviews conducted with 15 people are organized using the concept of “media logic” re-interpreted by Mark Deuze, which covers four aspects of media work: institution, technology, organization and culture. The institution feature covers three developments occurring at the industry level, which are concentration, fragmentation and convergence. How these trends determine the way advertising professionals work is the main topic of this section. The findings show that especially due to extensive pressures from shifts of globalization and digitalization in recent years, an ongoing power struggle is taking place in all three institutional trends. The second feature is technology, in which the focus is to understand how technology shapes the way professionals interact with consumers. Interviewees were well aware of the increasing need to construct an interactive and participatory environment for brands and consumers. However, one should not be naïve and celebrate the powerful role of the consumers, nor assume that all advertising agencies are fully capable of harnessing digital technology. Organization is the third feature, where attention is paid to how professionals organize their projects and work styles. In advertising agencies, a major transformation was evident in the creative department where technologists who understand digital are becoming crucial assets next to art directors and copywriters. The last feature is culture, which examines how professionals perceive the cultures of production that influence the final advertising product. Many referred to positive aspects such as a flat and non- hierarchical culture promoting better collaboration. On the other hand, some interviewees indicated the misrepresentation of gender and ethnicity as problematic. These four features function to critically assess the challenges that lay ahead for Swedish advertising professionals in the digital age. Article manuscript 7,5 hp par of degree: The rising need of technologists in the core creative team of advertising agencies

Besedna zveza »oglaševalska agencija« izvira iz besede oglaševanje, ki ga najenostavnejše opredelimo kot obliko tržnega komuniciranja, ki je po navadi plačljiva. V Sloveniji je bila prva oglaševalska agencija že leta 1897 in je bila predhodnica naše največje medvojne oglaševalske agencije Aloma Company, ki jo je leta 1918 ustanovil Albert Matelič. V začetku se je oglaševalska agencija ukvarjala samo s tiskanimi oglasi, za razvojem radia in televizije pa je nadaljevala. Šele kasneje so se oglaševalske agencije pričele ukvarjati z celostnimi grafičnimi podobami, elektronskimi oglasi in podobno. Words »advertising agency« comes from ford advertising, which is defined by the simplest, the way of marketing communication, which is usually paid. In Slovenia it was the first advertising agency in year 1897, later named as Aloma Company created by Albert Matelič. In the beginning agency only dealt with printed ads. Later, when radio and television appears, the agency has continued with these ads. Only later, advertising agencies started to engage in integrated graphics, and similar things. And finally to electronic ads.

La Historia, en todos los órdenes, reconoce en el primer tercio del siglo XX la modernidad española. Esta consideración ha guiado nuestro interés en un ámbito bastante desconocido de la historia publicitaria en España: la agencia de publicidad, agente incuestionable del desarrollo y evolución del sector publicitario. Para su estudio, nos hemos servido de fuentes documentales de la época, que han derivado en el hallazgo de testimonios, cuyo resultado primordial ha sido el de verificar la creación de numerosas agencias hasta ahora inéditas. History, on all fronts, considers the first third of the 20th century the Spanish modernity. That fact has sparked an interest of a hidden field in the history of the Spanish advertising: the advertising agency, unquestionable factor of development and evolution of the advertising sector. In order to study it, several reliable sources from that period have been used to obtain unprecedented testimonies which verify the creation of several agencies unknown until now.

Ticari hayatın zorlaştığı ve kıyasıya rekabetin yaşandığı günümüzde markaların ayakta kalabilmeleri zorlaşmıştır. Böyle bir ortamda, reklam önemli bir pazarlama iletişimi araçlarından biri haline gelmiştir. Reklama yönelen markalar için en büyük problem oldukça yüksek bütçelere rağmen reklamın her zaman istenilen etkililikte sonuç ortaya koyamamasıdır. Tüm bu problemlere çözüm sunmak amacıyla ortaya atılan stratejik planlama, reklamın etkililiği konusunda yeni açılımlar getiren, bir defada daha doğru adımlar atılmasını sağlayan, reklam kampanyası içerisine tüketicilerin sesini taşıyan bir değer halini almıştır. Bu çalışmada, reklam ajanslarında kullanılan stratejik planlamanın kavramsal ve mesleki varlığı, stratejik planlamacıların planlama sürecine etkilerini ve stratejik planlamacıların özelliklerini araştırmak amacıyla yapılmıştır. Araştırma, Türkiye Reklamcılar Derneği'ne kayıtlı ve bünyesinde stratejik planlama departmanı bulunan 17 ajansta toplam 28 stratejik planlamacı üzerinde gerçekleştirilmiştir. Araştırma sonucunda; stratejik planlamacılar nezdinde, stratejik planlamanın kavramsal olarak tartışma konusu olmaktan çıktığı, reklamveren ve reklamcılar nezdinde stratejik planlamanın ortaya koyduğu faydaların tam anlamıyla bilinmediği, stratejik planlamanın faydalarını tam anlamıyla ortaya koymasının gelecekte varlığını sürdürmesini güçlendireceği sonucu elde edilmiştir. Araştırma da ortaya çıkan, stratejik planlama, yaratıcı çalışmaların dolayısıyla reklam kampanyasının başarısı anlamına geldiği (%50), kullanım sonucunda elde edilen tatminin stratejik planlamanın ajanslarda nasıl algılandığı ve stratejik planlamaya ne derece yer verildiği kadar önemli olduğu (%92,9) gerçeği (Stratejik planlama kavramı ve reklam ajanslarında kullanımı: Türkiye'deki reklam ajanslarında çalışan stratejik planlama uzmanları ve stratejik planlamanın uygulanışı üzerine bir araştırma) konulu tezi desteklemektedir., Surviving, is hard for brands at the present day which trade life is more difficult and there is a cut-throat competition. At this atmosphere, advertsing has become an important marketing component. The biggest problem for companies which trend to advertising is according to the high budgets, advertising everythime can?t display wished results. Account planning which was suggested to present solution for all these problems, has become a value which addusing new expansions about subject of the effectiveness of the advertising, eliciting true steps once too, which moving customer voice into the advertising campaign. This study has been made for the aim of research of the conceptual and technical assets of the account plannings which has been used at the advertising agencies, effects of the account planners for plannıng period and to research of spesifications of the account planners. The study is made over the 28 account planners which working at the 17 agency which enrolled to TURKEY ADVERTISERS ASSOCIATION, and which have an account planing department within itself. By reason of the study, these results has gained; according to the account planners, no more, account planning isn?t a subject of the discussion, according to advertisers and companies who give advertisement, benefits of the account plannıng is not known with complete meaning of it. To introduce complete meaning of the account planning?s benefits will make account planning stronger to survive at the future To come in to the Picture at the research are these realities that; account planing means that success of the creative works in consequense it means that success of the advertising campaign (%50), satisfaction which is gotton at the conseqential using, is important as how account planning is being sensed and how to attach importance to the account planning at the advertising agencies (%92,9) and these realities which come in to the picture at the research supports thesis which subject is concept of the account planning and its uses at the advertising agencies: account planners who work advertising agencies in TURKEY and the research for utilization of the account planning.

Vårt syfte med denna studie är att genom en undersökning av reklambyråer få en förståelse för hur de går tillväga med sin egen marknadsföring riktad till marknaden av reklamköpare. Vi vill därmed se om tillgänglig teori kan tillämpas på en reklambyrås externa kommunikation. Det ingår även i vårt syfte att genom denna studie kunna förse Stigges Reklam med förslag till deras marknadsföring. Our purpose with this study is to, through research of advertising agencies, gain an understanding how they market themselves to a market of advertising buyers. We want to see if available theory can be applied to an advertising agency’s external communication. It is also included in our purpose to provide Stigges Reklam with propositions to their marketing.

Başarılı kabul edilen reklamlar sadece reklam ajanslarının değil, aynı zamanda reklamverenlerin de eseridir. Ajans ve reklamverenin uyumlu çalışması her iki taraf için de kazanımlar içerir. Bunun gerçekleşmesinin ilk adımı ise reklamverenin kendine uygun bir ajans ile çalışmasıdır. İş hayatının her kademesinde görülen çatışmalar ve anlaşmazlıklar reklam sektörü içinde de sıkça yaşanır. Bu tarz durumlarda reklamverenin kendine yeni bir ajans bulması gerekebilir. Ajans seçim süreci, başarıya açılan kapıda ilk ve uzun bir adımdır. Bu çalışma; reklam ajansı seçim sürecinin basamaklarını açıklamaktadır., Successful advertisements are not only the work of advertising agencies, but also the advertisers. The harmony between the advertiser and the agency can produce so much gain for both sides. Working with the perfect partner is the key for this. The disagreements and conflicts between the advertisers and agencies are ordinary things for advertising sector. In these situations, sometimes advertiser has to find himself an other advertising agency. Advertising agency selection process is the first and a long step for a successful harmony. This study is explaining the steps of advertising agency selection process.