Gay, P. du & Pryke, M. (2002) Cultural Economy. pp.132-147
This chapter tells about the developments within advertising agencies as a result of the upcoming of new media. It focuses on the relation between culture and economics in these developments. For example, how getting commissions for creating a good advertising campaign are on influence on the creativity? While reading this chapter I was surprised about things that weren't mentioned, like the probable disappearing of advertising agencies as a result of Internet. Therefore my question is:
What is the role of advertising agencies in the age of Internet?
Innovations like weblogs, advertising games and even websites themselves can make advertising agencies irrelevant. Companies can now themselves promote their products and don't need agencies to create commercials for them. I wonder if advertising agencies will still play a creative role on the Internet. Maybe they will become advisers of companies. Or they can serve as a portal to various interesting companies with creative websites/games/etc. Also, I think the Internet has as a consequence that individuals become their advertisers themselves. Think of 'ebay' or the Dutch 'marktplaats'. Individuals advertise themselves instead of buying things at a company, with probable influence of advertisements. Will agencies also become active in these areas?