Advertising is not just a tool available to businesses, but is also a useful tool for non-profit organizations to promote social causes and also for the government to keep the population informed. It is much more then that economic activity. Analyze your situation as advertising industry from the perspective of home and the two sides of creation and business forces a historical overview, however brief, to understand what were the events that have led to significant decrease of this sector.
Completely independent of any ideology in today’s society, commercial advertising is a stimulus for the economy, helping to boost consumption. If no consumption, no production and, therefore, there are jobs. The cycle is unchanged and has a fully direct correlation. This is why advertising is so important and has a strong involvement in other sectors. Studies Investment in Catalonia Rack made by the Business Association of Advertising the last 15 years to assess the strong relationship between the economy and the advertising investment companies with headquarters in Catalonia, prove it.
Historically, Catalonia has been championed in the advertising industry both with respect to the economic aspect as professional. Note that the first studies to analyze consumer advertising from psychological and sociological perspectives were offered in the fish market in Barcelona Chamber of Commerce in 1915. The same year he published the first book in Barcelona exclusively advertising content served to teach the course mentioned by the author: Pere Prat Gaballí, considered the father of Catalan and Spanish advertising.
Barcelona was also a pioneer in the data entry services advertising audiovisual activity since the second half of the twentieth century, the Moro Studios were created in Barcelona, which involved the development of a significant auxiliary industries. In Catalonia, at that time, almost all advertising creativity and embodiment of the Spanish audiovisual been focused, when it ranked third on the world stage. This prominent position in the ranking lasted nearly a decade, and earned numerous awards at the Cannes Film Festival. Moreover, Catalonia has been the birthplace of great creative in the second half of the twentieth century: Marcal Moline, Joaquim Lorente, Casadevall Lluís, Lluís Bassat or Toni Segarra, to name a few.
It was also in Catalonia where the first agency was created statewide in the second half of the nineteenth century, Publicitat Roldós, which still remains open and is the oldest in the world. In the 70s he was born in Barcelona advertising agency, MMLB, which upset the existing classical model before, and it completely changed the advertising context. The four founders, whose initials give name (MMLB) were: Marcal Moline, Joaquim Lorente, Lluís Monfort and Eddie Borsten.
Therefore, historically, Catalonia has been a leader and entrepreneur. In fact, advertising agencies represented and managed in Catalonia, before the entry of Spain into the European Community, about 40% of ad spending in the state. However, at present and according to the latest study done, and representing the percentage is 19.7% own, representing a setback for the sector, viewed from any side. However, in the late twentieth century, the presidents of eight of the most important multinational agencies reside in Catalonia.
What was so remarkable because this change? There are different reasons that have led to this new so detrimental to the country situation. First, the decision to all state, parastatal or subsidiaries INI to stay in Madrid, establishing its headquarters there (Repsol, Renfe, Telefónica, Butane, Iberia and many others), was decisive. Moreover, the fact that capital has made outside firms gravitate toward Madrid, as the bicapitalidad in Europe is a phenomenon that exists only in Spain and Italy. The lack of transoceanic air travel, tax benefits for companies that chose to settle in the capital of Spain and / or Europe and other policy decisions that have been taken, have caused the differences between Madrid and Catalonia have increased at the expense of our country in the whole state.
In international studies, preferably from the level of a European city by companies outside of the Americas are made, Barcelona is placed fourth, ahead of Madrid, after London, Paris and Frankfurt. However, the most valued parameters such as road and air network, Catalonia suffered a sharp devaluation affecting the advantage that give studies in other respects.
Since the heavy volume of business was in Madrid, advertising agencies and audiovisual producers assembled at the request of customers, branches in the capital.Eventually, they were learning, which meant a loss of business for more than considerable Catalonia.
At Barcelona he has conferred, traditionally and historically, a deep and ongoing relationship with culture, ingenuity, innovation, commitment and seriousness for a job well done, science, art …, which gives positioning a pointer that should never have lost. It has probably been due to the relationship maintained with people such as Gaudí, Dalí, Miró, Picasso, Pau Casals, Cerdà, Buïgas, Puig and a huge list of great characters with international prestige, those who have given this label, this patina Barcelona.
Finally, I must say that the advertising industry does not cross its best, and that the specific advertising creativity has lost weight, but still very good creative advertising agencies Catalan. In this sense, movements begin to occur within the sector, the concern caused by highly regarded professionals, sensitized by the loss of professional and economic importance of the advertising sector in Catalonia, they want to retrieve the pointer place that has always been our country in the international arena.