Agencia de publicidad: la reinvención constante

Abstract

The Jollowing  article  deepens, after  investigating  the  Spanish  and Valencian advertising sector between 2002-2005, in the disintegration ofthe das­ sic, topical and hegemonic company of the advertising sector, ''agency of publicity '; in diverse types of company with diffirent denominations. We will defend that the media agency and  the consultant of marketing and  communication  are, at this moment  and given the dynamism  of the strategies  raised towards its clients, the types of company with greater potential of business in corporative communication and publicity. The article also clarifies, questions and raises Juture doubts Jorehe­ ad to this conclusion, as well as general problems to salve by the own advertising sector.