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DOI:10.1068/a3314 Ecologies of creativity: the Village, the Group, and the heterarchic organisation of the British advertising industry (2000)
BibTeX
@MISC{Grabher00doi:10.1068/a3314ecologies,
author = {Gernot Grabher},
title = {DOI:10.1068/a3314 Ecologies of creativity: the Village, the Group, and the heterarchic organisation of the British advertising industry},
year = {2000}
}
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Abstract
Abstract. In the 1980s, the hegemony of the large US advertising networks has been challenged by a new breed of London-based agencies who pioneered what is known in the trade as `second wave'. On the one hand, second wave implied the emancipation of Soho from an `outpost of Madison Avenue' to the `advertising village ' on the basis of momentous product and process innovations. On the other hand, a few London agencies rose to global top positions on the crest of the second wave by transforming themselves from international advertising networks into global communication groups. This paper starts from the assumption that both, the localised cluster of advertising agencies in the advertising village (the `Village') and the global communications group (the `Group'), share basic principles of social organisation. It aims at demonstrating that the organisational logic of both the Village and the Group can be conceptualised in terms of a heterarchy. By drawing on case-study evidence from Soho on the one hand and from the world leading communications business, WPP, on the other, the five basic features of heterarchiesödiversity, rivalry, tags, projects, and reflexivityöwill provide the conceptual tools for the investigation into the social organisation of the Village and the Group. From Madison Avenue (New York) to Soho (London)?
Keyphrases
british advertising industry second wave a3314 ecology heterarchic organisation advertising village social organisation global communication group madison avenue localised cluster case-study evidence conceptual tool process innovation new breed heterarchies diversity global top position advertising agency new york london agency international advertising network momentous product share basic principle basic feature london-based agency organisational logic communication business large u advertising network
