- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 15: Japan: The Advertising Agency Scene
Japan: The Advertising Agency Scene
The most striking feature of the advertising agency business in Japan is the degree to which it is dominated by locally owned operations. In this regard, Japan is unique among the world's most important non-U.S. advertising markets.
The leading Japanese agencies are detailed in Table 15.1. Of the top 20 agencies, the only non-Japanese organizations that feature on the list are McCann-Erickson (ranked 9th), J. Walter Thompson (ranked 15th), and Leo Burnett (ranked 18th). In 12th place is Dentsu, Young & Rubicam (Y&R), an agency in which Y&R has an equity stake. The foreign agencies are therefore weaker than the Japanese agencies—in particular in their amount of media-buying “clout,” which is an important aspect of agency ...