Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate. As the advertising industry attempts to get to grips with legislative and media changes, agencies are working hard to create alliances and develop networks which encompass markets in which they did not traditionally have a presence. This article draws on a combination of quantitative and qualitative information collected from secondary sources and extended personal interviews with key agency personnel, advertisers and representatives from the UK's Advertising Association and The Advertising Standards Authority. The objective is to show how the advertising industry and agencies are continuing to gear up to meeting the new demands of the Europeanized market.
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