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

• Autores: Joan Sabaté Salazar, Víctor Curto
• Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 4, 1997, págs. 43-63
• Idioma: catalán
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• 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.