Soviet Montage

Soviet film director Sergei Eisenstein is credited as the godfather of the montage and innovator of the Soviet montage theory. He developed his famous “methods of montage” across his career, predominantly featured in his landmark achievement Battleship Potemkin. 

Montage is a filmmaking technique that uses a series of short images, collected together to tell a story or part of a story.

 

Montage being a French word means for “assemble” or “edit”. This is usually used to advance the plot , without using any words and  without showing all the detail of what’s going on. There are an infinite number of different types of montages

 

 These five basic methods of montage. are as follows:

·         Metric montage

·         Rhythmic montage

·         Tonal montage

·         Over tonal/Associational montage

·         Intellectual montage

 

1.     METRIC MONTAGE

 

This first method of montage example is perhaps the simplest method technically achieved. The metric montage method edits together different shots by following to an exact measurement or number of frames. These measurements of frames aren’t picked based on any feeling or emotional connection. Instead, the creator goes by a strict measurement and sticks to it.

The overall effect is a bit the effects of this method can be frustrating as well as cinematically shaking.

 

2. RHYTHMIC MONTAGE

This “rhythmic” method is defined by editing shots together according to the context of each shot.  Many scenes and sequences employ this rhythmic montage technique by making compositional decisions as to how long each shot plays before the next one intercuts.( To intercut is to contrast one shot or scene with another contrasting one. When a film sequence jumps backward and forward between the two scenes, we call it an intercut. For example, a car chase scene .)

 

3. TONAL MONTAGE

Another example from Eisenstein’s editing  the “tonal” method of montage.

It’s defined by how it edits based on the emotional meanings—or tone—of each shot. This tonal style has helped inform filmmakers’ editing decisions across decades of cinema classics.

 

4. OVERTONAL/ASSOCIATIONAL MONTAGE

This method further combines all the elements of metric, rhythmic, and tonal montage methods together to create montages that have an even greater effect on how audiences can perceive a film’s “tones” or “overtones.”

In  over tonal montage ,  filmmakers can further use all elements of filmmaking—composition, soundtrack, and editing—to create abstract themes and rich tapestries of meaning. 

 

 5. INTELLECTUAL THE MONTAGE MONTAGE

 By the late 1920s, his approach to this aim was the related goal of understanding how images could be combined so as to provide the viewer with an awareness of abstract concepts. On a superficial level, such brainwashing by images would seem to arise by the ideas and values conveyed in the films. But in trying to arrive at a means of producing abstract concepts.  

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MUSICAL MONTAGE

a.  In a musical montage, the shots are accompanied by a song that somehow fits with the theme of what’s being shown.

B. NARRATED MONTAGE

If the montage is not set to music, there might be a character narrating what’s going on. As we tell the story, the viewer would see a montage of the officer stepping over the line with suspects in various situations.

c. PHOTO MONTAGE

Instead of filmed shots, a montage can also be formed out of still images. This technique is also frequently set to music, creating a “musical photo montage.

 

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FEATURES OF ADVERTISING

 
1. Communication : Advertising is means of mass communication reaching the masses. It is a non-personal communication because it is addressed to masses.

2. Information : Advertising informs the buyers about the benefits they would get when they purchase a particular product. However, the information given should be complete and true.

3. Persuasion : The advertiser expects to create a favourable attitude which will lead to favourable actions. Any advertising process attempts at converting the prospects into customers. It is thus an indirect salesmanship and essentially a persuasion technique.

4. Profit Maximisation : True advertising does not attempt at maximising profits by increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it has a higher sales approach rather than the higher-cost approach.

5. Non-Personal Presentation : Salesmanship is personal selling whereas advertising is non-personal in character. Advertising is not meant for anyone individual but for all. There is absence of personal appeal in advertising.

6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the advertisement. The name of reputed company may increase sale or products. The product gets good market because of its identity with the reputed corporate body.

7. Consumer Choice : Advertising facilitates consumer choice. It enables consumers to purchase goods as per their budget requirement and choice. Right choice makes consumer happy and satisfied.

8. Art, Science and Profession : Advertising is an art because it represents a field of creativity. Advertising is a science because it has a body of organised knowledge. Advertising is profession is now treated as a profession with its professional bodies and code of conduct for members.

9. Element of Marking Mix : Advertising is an important element of promotion mix. Advertising has proved to be of great utility to sell goods and services. Large manufactures spend crores of rupees on advertising.

10. Element of Creativity : A good advertising campaign involves lot of creativity and imagination. When the message of the advertiser matches the expectations of consumers, such creativity makes way for successful campaign.

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IMPORTANCE, CHARACTERISTICS OF ADVERTISING

 Advertising has become an essential marketing activity in the modern era of large-scale production and serve competition in the market.

 It performs the following functions:

1. Promotion of Sales: It promotes the sale of goods and services by informing and persuading the people to buy them. A good advertising campaign helps in winning new customers both in the national as wet as in the international markets.

 2. Introduction of New Product: It helps the introduction of new products in the market. A business enterprise can introduce itself and its product to the public through advertising. A new enterprise can't make an impact on the prospective customers without the help of advertising. Advertising enables quick publicity in the market.

3. Creation of Good Public Image: It builds up the reputation of the advertiser. Advertising enables a business firm to communicate its achievements in an effort to satisfy the customers' needs. This increases the goodwill and reputation of the firm which is necessary to fight against competition in the market.

4. Mass Production: Advertising facilitates large-scale production. Advertising encourages production of goods in large-scale because the business firm knows that it will be able to sell on large-scale with the help of advertising. Mass production reduces the cost of production per unit by the economical use of various factors of production.

 5. Research: Advertising stimulates research and development activities. Advertising has become a competitive marketing activity. Every firm tries to differentiate its product from the substitutes available in the market through advertising. This compels every 5 business firm to do more and more research to find new products and their new uses. If a firm does not engage in research and development activities, it will be out of the market in the near future.

6. Education of People: Advertising educate the people about new products and their uses. Advertising message about the utility of a product enables the people to widen their knowledge. It is advertising which has helped people in adopting new ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard of living of the society.

7. Support to Press: Advertising provides an important source of revenue to the publishers and magazines. It enables to increase the circulation of their publication by selling them at lower rates. People are also benefited because they get publications at cheaper rates. Advertising is also a source of revenue for TV network. For instance, Doordarshan and ZeeTV insert ads before, in between and after various programmes and earn millions of rupees through ads. Such income could be used for increasing the quality of programmes and extending coverage.

CHARACTERISTICS OF ADVERTISING

  · Paid Form: Advertising requires the advertiser (also called sponsor) to pay to create an advertising message, to buy advertising media slot, and to monitor advertising efforts.

 · Tool for Promotion: Advertising is an element of promotion mix of an organization. Advertising and Sales Promotion Page 6

· One Way Communication: Advertising is a one way communication where a brands communicate to the customers through different mediums.

· Personal Or Non-Personal: Advertising can be non-personal as in the case of TV, radio, or newspaper advertisements, or highly personal as in the case of social media and other cookie based advertisements.

FEATURES OF ADVERTISING

1. Communication : Advertising is means of mass communication reaching the masses. It is a non-personal communication because it is addressed to masses.

2. Information : Advertising informs the buyers about the benefits they would get when they purchase a particular product. However, the information given should be complete and true.

3. Persuasion : The advertiser expects to create a favourable attitude which will lead to favourable actions. Any advertising process attempts at converting the prospects into customers. It is thus an indirect salesmanship and essentially a persuasion technique.

4. Profit Maximisation : True advertising does not attempt at maximising profits by increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it has a higher sales approach rather than the higher-cost approach.

5. Non-Personal Presentation : Salesmanship is personal selling whereas advertising is non-personal in character. Advertising is not meant for anyone individual but for all. There is absence of personal appeal in advertising.

6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the advertisement. The name of reputed company may increase sale or products. The product gets good market because of its identity with the reputed corporate body.

7. Consumer Choice : Advertising facilitates consumer choice. It enables consumers to purchase goods as per their budget requirement and choice. Right choice makes consumer happy and satisfied.

8. Art, Science and Profession : Advertising is an art because it represents a field of creativity. Advertising is a science because it has a body of organised knowledge. Advertising is profession is now treated as a profession with its professional bodies and code of conduct for members.

9. Element of Marking Mix : Advertising is an important element of promotion mix. Advertising has proved to be of great utility to sell goods and services. Large manufactures spend crores of rupees on advertising.

10. Element of Creativity : A good advertising campaign involves lot of creativity and imagination. When the message of the advertiser matches the expectations of consumers, such creativity makes way for successful campaign.

 

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REALISM IN ITALIAN NEOREALISM

What is Realism? 

Realism in general is difficult to define. 

According to Millicent Marcus, “realism is always defined in opposition to something else, be it romanticism in nineteenth-century literature, modernism in twentieth century art, nominalism in medieval philosophy, or idealism in eighteenth-century thought”.

Marcus also explains that all realisms “share certain assumptions about the objective world: that it exists, that it can be known, and that its existence is entirely separable from the processes by which we come to know it”. 

Authors and filmmakers attempt to portray the reality of daily life, but there is always a sense of artifice, especially in film.

Realism has played an important part in literature, and works that are considered realist allow the audience greater insight into a certain view of reality. In the world of written texts, much literature belongs to experiences that have been lived by the authors themselves

 Realism appeared in both literature and film under the term “neorealism” in post-war Italy. The term is often applied more to the world of film than literature, but it holds a place among Italian writers of the era. 

During the fascist rule there had been much political censorship, with the majority of works displaying fascist rhetoric. After Italy’s liberation, Italians were able to investigate their country and themselves and come to terms with the harshness and barbarity of war and “seek political renewal for the Italy that was taking shape out of the ruins of war” (GattRutter 533). 

One of the main issues facing writers in Italy at the time was the struggle between placing precedence over political beliefs or literary creativity. The authors who were considered neorealist urged a retelling of the Resistance and an individual’s responsibility to history. 

In the world of film, people were seeking an alternative to the films of Fascist Italy, such as fascist propaganda or “white telephone” films. Screenwriters and film critics alike wanted to return to reality, wishing to express what life was like for Italians in the dopoguerra.

 For them, realism in film was to be set against “expressionism, aestheticism, or more generally, against illusionism” (Marcus 4).The neorealists found their model in Giovanni Verga and the Sicily of verismo. Mary Wood writes that Verga’s verismo “depended on the evocation of particular geographies of place and atmosphere through the building up of detail”. 

 

Films of the neorealist period focused on the poverty and desperation throughout Italy following World War II. The neorealist films highlighted the social issues facing Italians  had not witnessed before. A response to the highly censured films of the Fascist period, neorealism took an apparently inglorious(disgraceful) approach to the daily lives of Italian citizens.

Neorealist filmmakers, in the words of Peter Bondanella, “were seeking a new literary and cinematographic language which would enable them to deal poetically with the  political problems of their time”. 

The stylistic characteristics of neorealism continue to have an influence on Italian filmmakers today, as can be seen in the recently released film Gomorra, directed by Matteo Garrone.

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The traditional characteristics of neorealist films  included,  “realistic treatment, popular setting, social content, historical actuality, and political commitment” .

 With the fall of Fascism in 1943, Italian film makers embraced a new freedom that encouraged this direct and authentic style of moviemaking. 

Beginning with the films of Roberto Rossellini (1906–1977) and continuing in the work of Vittorio De Sica (1902–1974)

 The early films of Visconti, neorealism sought a more democratic spirit, telling stories of the lives of ordinary people with little or no moralizing. The settings were the streets and buildings of real cities, many of which still bore the scars of the war. The performers, even those cast in major roles, were often nonprofessional actors. If the films had a style, it might loosely be termed documentary (or realistic): they avoided subjective camera work and editing as well as romantic effects of lighting; they allowed scenes to play out in real time, however slowly or methodically; and they drew dialogue from the street, even when the source of a script was a literary text. Indeed, literary texts that inspired Italian neorealist films were themselves written in a vernacular style stressing common speech patterns and regional dialects.

 A neorealism film was characterized by the stories of the poor and working class citizens of Italy. The subjects of the films faced adversity and dire financial situations. However, out of the desperateness portrayed in the storylines of neorealist film arose a sense of hope for the future of Italy out of the ruins of the long war. The circumstances of the war are no longer present in Italy.

 

 

Golden age of Italian cinema extends roughly from 1943 with Rossellini’s Rome, Open City (Roma, Città Apperta) to 1952 with De Sica’s Umberto D. 

• The neorealist films produced during this period are among the greatest in world cinema and include 
• Rossellini’s Paisà (Paisan, 1946) and 
• Germania Anno 4 David Gari" Zero (Germany Year Zero, 1947), 
• the final two chapters in his War Trilogy; Sciuscià (Shoeshine, 1946) and
•  Ladri di Biciclette (Bicycle Thieves, 1948) by De Sica; 
• and an early formative film by Visconti, Ossessione (Obsession, 1943). 

These directors based their films on screenplays and contributions by such talented writers as

1. Cesare Zavattini (1902– 1989), 
2. Suso Cecchi d’Amico (1914–2010), 
3. Giuseppe De Santis, (1917– 1997), and 
4. the young Federico Fellini (1920– 1993). 

They provided the human stories and the ear for everyday speech so important in neorealist cinema. 

An intriguing political aspect of neorealism is its connection to Marxism and Antonio Gramsci (1891 – 1937). Although he wrote very little on cinema itself, his belief in the crossfertilization of politics and culture and in the importance of art as a catalyst for breaking down regional barriers and establishing national identity related directly to cinema. He viewed it as a populist art form capable of reaching a larger audience more easily and cheaply than theater could. 

Ironically, neorealist films were attacked by both the Italian Right and Left. From the Right came diatribes against the vulgar stories emphasizing unsavory characters, unemployment, poverty, and crime. From the Left came disappointment in neorealism’s failure to create a focused and coherent manifesto for changing society. 

With the arrival of Italy’s so-called economic miracle in the mid-1950s, the form and content of neorealist films lost much of their relevance and impact. 

A new group of filmmakers went to work, including Fellini, Michelangelo Antonioni (1912–2007), Pier Paolo Pasolini (1922–1975), and Francesco Rosi (b. 1922). 

cinema

https://www.youtube.com/watch?v=wpj52n7onK4

 

THEORY BEHIND REALIST FILM

  https://www2.bfi.org.uk/news-opinion/news-bfi/lists/10-great-italian-neorealist-filmshttps://www2.bfi.org.uk/news-opinion/news-bfi/lists/10-great-italian-neorealist-films

  https://core.ac.uk/download/pdf/210602578.pdf 

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ADVERTISING AGENCIES - INTRODUCTION

The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in London and Reynell & Son in 1812.

The History of Advertising Agencies

Originally, before the bona fide advertising agencies were born, ads were delivered to various media outlets through representatives who, in the early days of advertising, sold and re-sold advertising space with a markup. These were the humble beginnings of fully fledged advertising companies, i.e. agencies. With time, such individuals would take on more responsibilities: planning, writing, designing, and coordinating, plus an array of other services.

The first agencies date back as far as 1786 when William Taylor opened his office in London, today acknowledged as the first advertising agency in history. However, while the UK business is considered the precursor of advertising agencies in Europe, it was Volney B. Palmer who took the idea across the ocean.

Palmer opened the first agency on American soil in 1840. Adland: A Global History of Advertising cites Palmer describing the services he provided using the term “agent”: “the duly authorized agent of most of the best newspapers of all the cities and provincial towns in the United States and Canada, for which he is daily receiving advertisements and subscriptions.”

DEFINITION OF ADVERTISING AGENCY

According to American marketing Association, "An Advertising agency is an independent business organization composed of creative and business people who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services."

An advertising agency, often referred to as a creative agency, is a company providing services associated with creating, planning, and managing advertising campaigns, but may also handle other forms of promotion and marketing for its clients. Advertising agencies are generally independent, external companies working for their clients, which can include businesses, international corporations, non-profit organizations, and other agencies.

Traditionally, brands hired ad agencies to produce television commercials and run print campaigns in magazines, newspapers, and on billboards.

Advertising Agency performs following activities for its clients:

1. Planning: Advertising agency studies the product or services of clients to identify the inherent qualities in relation to competitor's product or services, analysis competition and marketing environment to formulate advertising plan.

2. Preparing: After the study of product, competition, and marketing environment the experts of agency has to write, design, and produce the advertisement, it is also called formulation of ad-copy.

3. Executing: Now, media is selected for time or space, ad is delivered to media, checked, verified, and released in media. After ad release payment is done to media and client is billed for the services provided.

FUNCTIONS OF ADVERTISING AGENCY

Advertising agency performs following functions:

1.       Contacting Clients:

Advertising agency first of all identify and contact firms which are wanting of advertising their product or services. Ad-agency selects those firms which are financially sound, makes quality products or services, and have efficient management.

 

2.       Planning Advertisement:

 Advertising agency's next function is to plan ad for its client. For ad planning   following tasks are required to be performed by ad-agency:

· Study of client’s product to identify its inherent qualities in relation to competitor’s product.

 · Analysis of present and potential market for the product.

· Study of trade and economic conditions in the market.

· Study of seasonal demand of the product

· Study of competition and competitor’s spending on advertising.

· Knowledge of channels of distribution, their sales, operations, etc. 

· Finally, formulation of advertising plan

 

3.       Creative Function: Creative people like - the copywriters, artists, art-directors, graphic-specialists have to perform the creative function which is most important part of all advertising function.

 

4.       Developing Ad-Copy: Ad-agency with the help of their writers, artists, designers, animators, graphic-designers, and film-directors prepares and develops Ad-copy.

5.       Approval of Client: Ad-copy is shown to the client for his approval

6. Media Selection and scheduling: It is very important function of ad-agency to select appropriate media for its clients. Ad-agency has to consider various factors likemedia cost, media coverage, ad-budget, nature of product, client's needs, targeted customer, and etc while selecting media.

 7. Ad-Execution: After approval, verification, and required changes, the ad-copy is handed to the media for ad-execution.

8. Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate the effectiveness of ad to know how beneficial the ad is for its client.

9. Marketing Function: The advertising agency also performs various marketing function like- selecting target audience, designing products, designing packages, determining prices, study of channel of distribution, market research, sales promotion, publicity, etc.

10. Research Function: Ad-agency performs various research functions like- research of different media, media cost, media reach, circulation, entry of new media, information regarding ratings, and TRP's of TV programmes, serials.

11. Accounting Function: Accounting function of ad-agency includes checking bills, making payments, cash discounts allowed by media, collection of dues from clients, Advertising and Sales Promotion Page 29 payment to staff, payment to outside professional’s like- writers, producers, models, etc.

 

Role of Advertising Agency

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands.

 “A product is something that is made, in a factory: a brand is something that is bought, by a customer.A product can be quickly out-dated; a successful brand is timeless."

The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer - its role and its benefits -

Most advertisers assign this job of informing the target audience and creating images to advertising agencies. Thus, the advertising agencies plan, prepare and place ads in the media.

 "Buildings age and become shabby. Machines wear out. People die. But what live on are the brands." Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values -rational and emotional, physical and aesthetic - that consumer derive from them.

· Creating an advertise on the basis of information gathered about product

· Doing research on the company and the product and reactions of the customers.

· Planning for type of media to be used, when and where to be used, and for how much time to be used.

· Taking the feedbacks from the clients as well as the customers and then deciding the further line of action All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. Then why do they need advertising agencies? The reasons behind hiring the advertising agencies by the companies are:

· The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.

· The agencies make optimum use of these people, their experience and their knowledge.

· They work with an objective and are very professionals.

· Hiring them leads in saving the costs up to some extent.

 

THE IMPORTANCE OF AN ADVERTISING AGENCY:

The reason can be enlisted as follows:

a)       EXPERTISE AND EXPERIENCE- An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own.

 

b)      OBJECTIVITY AND PROFESSIONALISM- Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on objective analysis.

 

 

c)       COST EFFECTIVE- If an organization wants to hire people to do its advertising, it cannot provide them work all through the year. Also, most experts in the fields of advertising like directors, musicians, photographers, charge huge amounts and are often not affordable. Moreover, hiring, organizing and managing all talents required to produce advertising campaigns is not an easy thing. And the fact that 98% of advertisers the worlds over hire as agencies is proof enough about the cost effectiveness of the agencies. Also, the kind of consistent, powerful and compelling advertising that can be created by using the expertise, experience, objectivity and professionalism of ad agencies cannot be measured economically.

 

 

a)                  TYPES OF ADVERTISING AGENCIES

There are basically 5 types of advertising agencies.

 

1.       Full service Agencies

§ Large size agencies.

§ Deals with all stages of advertisement.

§ Different expert people for different departments.

§ Starts work from gathering data and analyzing and ends on payment of bills to the media people.

 

2.       Interactive Agencies

§ Modernized modes of communication are used.

§ Uses online advertisements, sending personal messages on mobile phones, etc.

§ The ads produced are very interactive, having very new concepts, and very innovative.

 

3.   Creative Boutiques

§ Very creative and innovative ads.

§ No other function is performed other than creating actual ads.

§ Small sized agencies with their own copywriters, directors, and creative people.

 

4.   Media Buying Agencies

§ Buys place for advertise and sells it to the advertisers.

§ Sells time in which advertisement will be placed.

§ Schedules slots at different television channels and radio stations. 

§ Finally supervises or checks whether the ad has been telecasted at opted time and place or not.

 

5.     In-House Agencies

§ As good as the full service agencies.

§ Big organization prefers these type of agencies which are in built and work only for them.

§ These agencies work as per the requirements of the organizations.

 

 There are some specialized agencies which work for some special advertisements. These types of agencies need people of special knowledge in that field. For example, advertisements showing social messages, finance advertisements, medicine related ads, etc.

 the Internet and online advertising technologies

 The rise of the Internet and online advertising technologies have given agencies access to unparallelled amounts of data about consumers and their online behavior. The resulting diversification of marketing options has become the main challenge for brands, influencing what they expect from agencies today. Because digital marketing creates vast amounts of information, new tools are needed to make sense of and leverage the data.

While many brands still think of ad agencies in traditional terms, specialized agencies increasingly explore opportunities offered by social media, display ads, retargeting, and content personalization. Online tracking and data-collection techniques have elevated advertising to a completely new level, allowing for efficiency unattainable with offline methods, but advertising agencies do not have to be software-development experts to remain competitive.

Today, AdTech companies build complex technologies for brands and advertisers, letting them fully leverage recent advancements in AdTech like demand-side platforms (DSPs). This offers targeting and data-analytics possibilities unheard of in the world of traditional advertising, combining data from both past campaigns, and an advertisers’ first-party data, and from third-party data sources.

Examples of Large, International Ad Agencies

Globalization of advertising and rapid growth of agencies started in the 20th century when American agencies began opening their overseas offices before the two World Wars.

McCann Erickson, established in New York City in 1902, opened its first European offices in 1927. South American and Australian offices followed in 1935 and 1959, respectively. Companies such as J. Walter Thompson adopted a strategy to expand in order to be able to provide their services right where their clients operated.

English agencies followed suit and also started to explore opportunities associated with globalization in the 1960s and 1970s. Overseas expansion offered access to new markets. Saatchi & Saatchi, perhaps one of the most iconic English agencies today, was founded in 1970 and rose to international prominence following relationships with clients such as British Airways and Toyota. This allowed them to build a network of offices worldwide.

Source: https://clearcode.cc/blog/history-advertising-agency/

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