La tradició estratègica de J. Walter Thompson. In memoriam Manu Eléxpuru

Authors

  • Joan Sabaté
  • Víctor Curto

DOI:

https://doi.org/10.51698/tripodos.1997.4.43-63

Abstract

One of the pioneer agencies in the field of publicity, J. Walter Thompson, has, throughout its history, developed a strategic philosophy of great quality which has materialized in many different strategic platforms. The objective of these platforms has been to give a scientific basis to the work of the agency in order to achieve a higher degree of advertising effectiveness. "The Red Book of  J. Walter Thompson", "Los nueve requisitos para una buena publicidad", "T-Plan" and "The Thompson Way" form the strategic heritage of this agency from its origins to the present day.

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Published

20-11-1997

How to Cite

Sabaté, J., & Curto, V. (1997). La tradició estratègica de J. Walter Thompson. In memoriam Manu Eléxpuru. Tripodos, (4), 43–63. https://doi.org/10.51698/tripodos.1997.4.43-63

Issue

No. 4 (1997)

Section

Fundamentals

License

Copyright (c) 1997 Tripodos

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