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

par Pouillard, Véronique
Référence Business history, 47, 1, page (44-58)
Publication Publié, 2005-01

Article révisé par les pairs

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Résumé :

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.