Advertising Agencies - Publications - Faculty & Research - Harvard Business School

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2008
Working Paper

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

By: Alvin J. Silk and Charles King III

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States

12 Oct 1999
Research & Ideas

Media Metamorphosis: Advertising in the Technology Age

the long-standing "full service" industry norm, there has been a growing trend toward agencies unbundling the media function from creative and other services provided to clients. At the same time, multiproduct View Details

Keywords: by Peter K. Jacobs; Advertising

July–August 2016
Article

Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry

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17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

advertising agency Wieden+Kennedy then created and uploaded 185 short videos where Mustafa responded personally to individual Twitter users, a mix of celebrities, politicians, and average fans. Inevitably,... View Details

Keywords: by Carmen Nobel; Advertising

2013
Article

How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality

By: Alvin J. Silk and Charles King III

We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of... View Details

Keywords: Concentration Levels; Data; U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey; Measurement Problems; Herfindahl-Hirschman Index; Concentration Ratios; Advertising; Advertising Industry; North and Central America

June 2013
Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira

This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details

Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry

June 2016
Case

Publicis Groupe 2016: Maurice and the Millennials

By: Rosabeth Moss Kanter and Jonathan Cohen

Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

Article

Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

By: John A. Deighton

The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google... View Details

Keywords: Data Science; Digital Marketing; Marketing; Internet and the Web; Analytics and Data Science; Disruption

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Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

Speaker's Box, Journal of Advertising Research

“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length... View Details

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Advertising Industry; Advertising Industry; Boston; Massachusetts

Web

Breaking Down the Barriers - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

commerce and consumption.” 16 Recognizing his reputation as an extraordinary portraitist and the prestige his name could lend to commercial work, the J. Walter Thompson Advertising Agency hired Steichen in... View Details

January 1983 (Revised July 1985)
Case

Cable News Network

By: John A. Quelch

The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details

Keywords: Advertising Campaigns; Management Teams; Journalism and News Industry; Media and Broadcasting Industry

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January 1991
Supplement

Volkswagen of America: Audi 5000 (B)

By: Stephen A. Greyser

Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details

Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States

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July 1984 (Revised April 1997)
Case

British Airways

By: John A. Quelch

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details

Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Advertising Industry; Japan; United States

July 1997
Case

Earle Palmer Brown (A)

The CEO of one of the top 25 advertising agencies confronts major changes in the marketplace. He chooses to reengineer the firm. View Details

Keywords: Organizational Change and Adaptation; Business or Company Management; Industry Growth; Advertising Industry

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November 1993
Case

FCB and Publicis (C): The German-Led Network

By: Rosabeth M. Kanter and Pamela A. Yatsko

After U.S.-based Foote, Cone & Belding (FCB) and Publicis of France established an international advertising alliance in May 1988, alliance leaders set out to merge offices in Europe. They were confronted with a particularly tricky situation in Germany, which, if... View Details

Keywords: Joint Ventures; Alliances; Globalized Firms and Management; Partners and Partnerships; Advertising; Cross-Cultural and Cross-Border Issues; Diversity; Advertising Industry; Advertising Industry; France; Germany; United States; Europe

March 1992 (Revised April 1995)
Case

Saatchi & Saatchi Co. PLC: Corporate Strategy

By: David J. Collis

Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas before crashing in 1989. Under a new CEO, the company restructured and refocused on its advertising agencies. View Details

Keywords: Restructuring; Globalized Firms and Management; Corporate Strategy; Diversification; Advertising Industry

Research Summary

Overview

ECONOMICS OF THE ADVERTISING AND MARKETING SERVICEC INDUSTRY

Professor Silk’s recent research has been focused on the economics of the advertising and marketing services industry. He has conducted econometric studies of the effects of scale and scope on the... View Details

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