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

Resumen

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.