La agencia de publicidad local: Hacia su conceptualización

Abstract

This paper deepens in the  simílarítíes and differences  betwe en   the   local  advertísing  agencies and  the   so called global   agencies, with the  aím of  identifying  what attributes characteríze the  first ones. The    variables  to   consíder  in  these  organizations  are   the   following ones:   dimension, scope   of  performance, nature of  the   clíents,  value of its  intangible,  dynamic  of   development,  and   characterístícs   of   the  human capital.  The   study of  these variables  takes us  to  consíder that the  local agencies would be  those that,  in the  first place, show   reduced dimensíons,  with  multipurpose  personnel  anda low   leve! of  rotatíon; secondly, they prímarily  conduct  comunícative  actions in  nonconven­ tional  medía  (below  the    line)   and    directed  to   very    next  publics; thirdly, they maíntain  one  narrow  and continued relationship with its  clients (whom they   treat  like partners); and, in fourth and   last place, they   prefer to  maintain a  conservative growth dynamics that does  not  put in risk   situation its  main value: the   management in proximity.