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This paper examines the causes of globalisation in the advertising industry. It is based on a qualitative survey of both advertising industry experts and senior executives responsible for setting international strategy within the agencies themselves. The underlying theory behind the study is an adapted version of Y旬's framework for global strategy (1 989, 1992) which provides a multi-dimensional view of the globalisation process.

A follow-up working paper in this series provides an in-depth assessment if tge strategic response of advertising agencies to these globalisation drivers. This initial paper presents the theoretical background and methodology of the overall study. A thorough discussion of the development of the literature on globalisation and global strategy is presented. Y旬's framework is detailed and critiqued. The main body of this paper outlines the drivers of globalisation with respect to how they impact the advertising industry. The follow-up paper 'considers the ability of the Yip model to predict the strategic behaviour of advertising agencies -given the globalisation drivers outlines here and suggests a number of modifications to Yip’s framework.

The major finding presented in this paper is that the principal driver of globalization in the industry is the emergence of 'global clients', customers who appoint agencies to represent them on a worldwide basis. They then expect a globally integrated service to be offered by the agencies.

The paper concludes by summarizing the drivers of globalisation in the advertising industry. The major implications of these drivers for the strategies of international advertising agencies suggested.


HKIBS Working Paper Series 046-012

Recommended Citation

Whitla, P. (2002). Globalisation in advertising I: Globalisation drivers in the advertising industry (HKIBS Working Paper Series 046-012). Retrieved from Lingnan University website:

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