The Role of American Advertising Agencies in Postwar Italy, 1950s-1970s (with F. Fasce) (original) (raw)

This paper investigates the impact of American advertising agencies, specifically JWT and McCann Erickson, on the Italian advertising landscape from the 1950s to the early 1970s. It explores how JWT established a foothold in Italy post-WWII by adapting its descriptive advertising style and client base, while McCann Erickson, which entered Italy later, leveraged consumer psychology and a more global approach to marketing. The analysis highlights the cultural and business achievements of these agencies, revealing a complex interaction between American practices and local Italian contexts in shaping advertisement strategies.