“Det blir ju enklare att tänka utanför boxen om du vet vad boxen faktiskt är” : En jämförande intervjustudie mellan svenska och spanska reklambyråers förhållningssätt till reklambranschen

Sammanfattning: The existing literature extensively covers the demands placed on advertising agencies, yet there is notably less research on how these agencies respond to these demands, especially in a comparative context. In response, this current study aims to investigate how advertising agencies navigate the complex market, where they must adapt to external demands while maintaining their unique identity. The goal is to deepen our understanding of how advertising agencies conduct their operations and handle the challenges posed by the intricate advertising industry. The concept of isomorphism, drawn from institutional theory, represents a significant contribution explaining how organizations tend to adopt similar patterns when influenced by common institutional pressures. This comparative interview study, between advertising agencies in Barcelona and Gothenburg, delves into how these agencies navigate between global and local demands. The findings point to isomorphic patterns among the agencies in these different cities, suggesting their adaptation to global trends. Concurrently, differences in the results indicate the ongoing need for them to tailor their approaches to their respective local contexts.