Profile analysis of advertising practitioners in corporate webs of advertising agencies in Spain

Abstract

The advertising sector has transformed with the digital communication. The atomization of formats and media has led up to an over-specialization of communication, where the advertiser demands new expert professional profiles. Thus, the number of communication suppliers has been widened. Despite the fact that traditional advertising agencies have integrated digital services into their structures, they find it difficult to compete with the range of companies specialized in new forms of communication. The demonstration of professional skills is key to the competitiveness of the agencies. However, the internal transformation does not follow the pace of the market demands. This circumstance deteriorates the client-agency relationship, the basis of service quality where trust among professionals is the key to success. This article analyses how the main Spanish advertising agencies present the internal talent in their corporate websites, their very own channel to project its image. The content analysis methodology has been applied to the agency web sections about talent. The main conclusion indicates a partial adaptation of the agencies to the digital communication and the dominance of the classical structure from the 90s, before the competition of the big tech companies was posed as a great threat.