Advertising's big bang. (changing advertising industry in London, includes related article) (Business)
Economist (US), The, January, 1989
Advertising's Big Bang
THE rules of the advertising industry are changing. Rather like broking in London after its 1986 Big Bang, the business is splitting up. On the one hand, small companies are emerging which specialise in just one service - thinking up snappy advertisements, or buying space on television in which to show them. On the other hand, the big conglomerates which perform every kind of service are getting bigger. If the City's Big Bang is anything to go by, the men in bow ties are in for a rough ride.
To see the extent of the change so far, go back ten years. At that time, an advertising agency, anywhere in America or Europe, was easy to describe. Amid the potted plants and story-boards, three basic skills were to be found: creative staff...
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