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Relocating Centers and Peripheries: Transnational Advertising Agencies and Singapore in the 1950s and 1960s

Published online by Cambridge University Press:  20 January 2015

ROBERT CRAWFORD
ROBERT CRAWFORD*
Affiliation:
Robert Crawford is Associate Professor of Public Communication at the University of Technology, Sydney. His current project on the globalization of Australian advertising is supported by the Australian Research Council (DP120100777). Contact information: School of Communication, University of Technology Sydney, P.O. Box 123, Broadway, NSW, 2007, Australia. E-mail: Robert.Crawford@uts.edu.au
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Abstract

The history of advertising’s global expansion has generally focused on the activities and experiences of American-based agencies. Within these conventional narratives, the “center” of advertising lies in New York. Deemed “peripheral,” markets such as Singapore scarcely feature. However, the transnational agencies operating in Singapore in the 1950s and 1960s challenge this narrative. By examining these agencies’ activities during this period, this article reveals that Singapore’s advertising industry has long been connected to global networks spanning Europe, Australia, Asia, and North America. Such connections not only offer an insight into the development of Singapore’s advertising industry, but they also cast broader questions about the degree to which historical interpretations of the growth of the global advertising industry have been informed by American perspectives.

Type
Articles
Information
Enterprise & Society , Volume 16 , Issue 1 , March 2015 , pp. 51 - 73
Copyright
Copyright © The Author 2015. Published by Cambridge University Press on behalf of the Business History Conference. All rights reserved. 

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References

Bibliography of Works Cited

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Crawford, Robert. “Fighting a Lost Campaign: Austac and Australia’s Advertising Industry.” Media History, 12 (April 2006): 61–76.Google Scholar
Decker, Stephanie. “Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950–1970,” Business History Review, 81 (March 2007): 59–86.CrossRefGoogle Scholar
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Lears, Jackson. “The Concept of Cultural Hegemony: Problems and Possibilities.” American Historical Review, 90 (June 1985): 567–591.CrossRefGoogle Scholar
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Sinclair, John. “Globalisation and Regionalisation of the Advertising Industry in the Asia-Pacific.” Asian Studies Review, 31 (September 2007): 283–300.CrossRefGoogle Scholar
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“Advertising Agency Changes Its Name,” Straits Times, March 30, 1966, 12.Google Scholar
“Advertising Agency’s KL Manager,” Straits Times, July 6, 1962, 18.Google Scholar
“Advertising Agency’s Marketing Service,” Straits Times, April 17, 1959, 16.Google Scholar
“Advertising Association,” Straits Times, May 6, 1948, 10.Google Scholar
“Advertising Director Is Retiring,” Straits Times, February 5, 1963, 14.Google Scholar
“Advertising Firm Offers Training in Australia,” Straits Times, July 22, 1960, 9.Google Scholar
“Advertising Firm Starts Research Department,” Straits Times, January 31, 1964, 12.Google Scholar
“Advertising Has a Big Future, He Says,” Straits Times, September 30, 1955, 14.Google Scholar
“Advertising Man Back from Training,” Singapore Free Press, February 24, 1962, 7.Google Scholar
“Advertising to Be Conducted Only by Asians,” Straits Times, May 25, 1962, 4.Google Scholar
“Agency Appoints Creative Director,” Straits Times, December 27, 1967, 12.Google Scholar
“An Australian Surveys our Advertising Possibilities,” Straits Times, February 10, 1956, 12.Google Scholar
“Arrival from Sydney,” Straits Times, June 4, 1969, 10.Google Scholar
“Benson London Director Is Resigning,” Straits Times, January 15, 1963, 13.Google Scholar
“Benson’s Director Due for Talks,” Straits Times, May 22, 1962, 18.Google Scholar
“Bensons Appoint Local Director,” Straits Times, July 27, 1966, 12.Google Scholar
“Bensons Chief Expected,” Straits Times, October 3, 1966, 11.Google Scholar
“Bensons Name a Special Director,” Straits Times, April 3, 1962, 4.Google Scholar
“Bid for Closer Ties with Asian Mart,” Straits Times, June 5, 1962, 14.Google Scholar
“Big Chance,” Straits Times, March 18, 1965, 7.Google Scholar
“Brian Hoyle Recalls Young Advertising,” Ad Asia, March 4, 2011, accessed August 25, 2013, http://www.adasiaonline.com/2011/03/brian-hoyle-recalls-young-advertising/Google Scholar
“Cathay Advertising Ltd,” Straits Times, August 31, 1967, 21.Google Scholar
“Cathay Appoint New Art Director,” Straits Times, July 26, 1968, 14.Google Scholar
“Cathay Gets a Copy Chief,” Straits Times, June 5, 1968, 12.Google Scholar
“Cathay Investigates Australia’s Market,” Straits Times, October 20, 1960, 13.Google Scholar
“Cathay Ltd. Gets New Chief in Singapore,” Straits Times, February 17, 1956, 12.Google Scholar
“Cathay Pact with N.Z., Australian Agencies,” Straits Times, February 5, 1963, 14.Google Scholar
“Chairman of Benson’s Greeted by Strike,” Straits Times, November 5, 1965, 6.Google Scholar
“Chairman on Visit after Link Up,” Straits Times, May 17, 1967, 12.Google Scholar
“Changes in Benson’s Malaya, HK Companies,” Straits Times, December 15, 1961, 18.Google Scholar
“Clerks at Benson’s Call Off Strike,” Straits Times, November 6, 1965, 13.Google Scholar
“Colgate’s $1m. Plant Opens Next Month,” Straits Times, May 23, 1961, 14.Google Scholar
“Death of an Advertising Pioneer,” Straits Times, September 10, 1965, 9.Google Scholar
“Editorial,” Broadcasting and Television, March 19, 1964, 5.Google Scholar
“Europe, UK Study Trip,” Straits Times, October 27, 1961, 12.Google Scholar
“The Good Old Days: Memories of the Advertising Business,” Ad Asia, January 1, 2004, accessed August 25, 2013, http://www.adasiaonline.com/2004/01/the-good-old-days/.Google Scholar
“Greater Need for Advertising Now,” Straits Times, 11 September 1959, 10.Google Scholar
“Introducing a New Name to Singapore,” Straits Times, April 18, 1974, 9.Google Scholar
“Leave in E. Africa,” Straits Times, February 12, 1949, 4.Google Scholar
“Leo Burnett-LPE,” Straits Times, October 28, 1970, 14.Google Scholar
“Looking into the Future,” Straits Times, October 29, 1971, 34.Google Scholar
“LPE Has a World-Wide Regional Structure,” Straits Times, August 17, 1966, 12.Google Scholar
“LPE Name New Account Executives,” Straits Times, May 10, 1967, 12.Google Scholar
“LPE Name New Art Director,” Straits Times, September 29, 1967, 14.Google Scholar
“Masters Get New Expert,” Straits Times, December 17, 1957, 14.Google Scholar
“Masters Limited,” Sydney Morning Herald, July 8, 1953, 22.Google Scholar
“Mr Young, Singapore Publicity Man, Dies at 66,” Straits Times, November 8, 1957, 9.Google Scholar
“New Company Formed,” Singapore Free Press, January 8, 1959, p.24.Google Scholar
“New Creative Director,” Straits Times, February 23, 1968, 12.Google Scholar
“New Executive for Young’s,” Straits Times, September 28, 1962, 16.Google Scholar
“New Posts for Two at S’pore Agency,” Straits Times, December 23, 1966, 14.Google Scholar
“New P.R.O. for Young,” Straits Times, April 18, 1961, 14.Google Scholar
Ng, Bob. “Benson Centre of a Takeover-Merger Move,” Straits Times, July 7, 1971, 13.Google Scholar
“Our Move in Malaya,” Straits Times, May 10, 1960, 10.Google Scholar
“Pact with 40 Workers,” Straits Times, May 9, 1966, 4.Google Scholar
“S. H. Benson Combine to Set Up Agencies,” Straits Times, December 16, 1966, 31.Google Scholar
“Supervisor: Local Employee Gets Post,” Straits Times, January 10, 1969, 12.Google Scholar
Soh, Tiang Keng. “Three Faces at the Top,” Straits Times, January 19, 1969, 6.Google Scholar
“Top Man at LPE,” Straits Times, May 22, 1968, 14.Google Scholar
“Two Art Graduates Now with Singapore Agency,” Straits Times, July 6, 1956, 14.Google Scholar
“Two More Directors Appointed,” Straits Times, November 27, 1968, 16.Google Scholar
“Woman Director for Masters,” Straits Times, February 7, 1958, 14.Google Scholar
“Young Appoints Kuala Lumpur Manager,” Straits Times, February 27, 1962, 14.Google Scholar
Alex, Hamill, Personal Correspondence, June 11, 2013.Google Scholar
Anderson, Michael. Madison Avenue in Asia: Politics and Transnational Advertising. Rutherford, NJ: Fairleigh Dickenson University Press, 1984.Google Scholar
Batey, Ian. Asian Branding: A Great Way to Fly. Singapore: Prentice Hall, 2002.Google Scholar
Courtenay, Bryce. Fortune Cookie. Melbourne: Viking, 2010.Google Scholar
Crawford, Robert. But Wait, There’s More: A History of Australian Advertising, 1900–2000. Melbourne: Melbourne University Press, 2008.Google Scholar
DDB Melbourne. DDB Melbourne: 50 Years in the Making 1945–1995. Melbourne: DDB Melbourne, 1995.Google Scholar
de Grazia, Victoria. Irresistible Empire: America’s Advance through Twentieth Century Europe. Cambridge, MA: Belknap Press, 2005.Google Scholar
Huff, W. G. The Economic Growth of Singapore: Trade and Development in the Twentieth Century. Cambridge: Cambridge University Press, 1997 (1994).CrossRefGoogle Scholar
Miller, Michael B. Europe and the Maritime World: A Twentieth-Century. Cambridge: Cambridge University Press, 2012.CrossRefGoogle Scholar
Nixon, Sean. Hard Sell: Advertising, Affluence and Transatlantic Relations, c.1951–69. Manchester: Manchester University Press, 2013.Google Scholar
Scranton, Philip and Fridenson, Patrick. Reimagining Business History. Baltimore, MD: Johns Hopkins Press, 2013.Google Scholar
Williams, Raymond. Marxism and Literature. Oxford: Oxford University Press, 1989 (1977).Google Scholar
Casson, Mark C. “An Economic Approach to Regional Business Networks.” In Industrial Clusters and Regional Business Networks in England, 1750–1970, edited by Wilson, John F. and Popp, Andrew, 19–43. Aldershot, UK: Ashgate, 2003.Google Scholar
Chadha, Kalyani and Kavoori, Anandam. “Media Imperialism Revisited.” Media Culture & Society, 22 (July 2000): 415–432.Google Scholar
Cheng, Hong and Kim, Kwangmi Ko. “Research on Advertising in Asia: A Critical Analysis of the Articles Published in Major Advertising and Communication Journals 1990–2009.” Asian Journal of Communication, 20 (June 2010): 248–263.Google Scholar
Crawford, Robert. “Fighting a Lost Campaign: Austac and Australia’s Advertising Industry.” Media History, 12 (April 2006): 61–76.Google Scholar
Decker, Stephanie. “Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950–1970,” Business History Review, 81 (March 2007): 59–86.CrossRefGoogle Scholar
Ekberg, Espen and Lange, Even. “Business History and Economic Globalisation.” Business History, 56 (2014): 101–115.Google Scholar
Ferraro, Vincent. “Dependency Theory: An Introduction.” In The Development Economics Reader, edited by Secondi, Giorgio, pp. 58–64. London: Routledge, 2008.Google Scholar
Frith, Katherine Toland. “Introduction: Dependence or Convergence?” In Advertising in Asia: Communication, Culture and Consumption, edited by Frith, Katherine Toland, 3–10. Ames: Iowa State University Press, 1996.Google Scholar
Fruin, W. Mark. “Business Groups and Interim Networks.” In Oxford Handbook of Business History, edited by Jones, Geoffrey and Zeitlin, Jonathan, 244–267. Oxford: Oxford University Press, 2010 (2007).Google Scholar
Guan, Ang Cheng.“The Global and the Regional in Lee Kuan Yew’s Strategic Thought: The Early Cold War Years.” In Singapore in Global History, edited by Heng, Derek and Khairudin Aljunied, Syed Muhd, 237–257. Amsterdam: Amsterdam University Press, 2011.Google Scholar
Kapoor, Ilan. “Capitalism, Culture, Agency: Dependency versus Postcolonial Theory.” Third World Quarterly, 23 (August 2002): 647–664.CrossRefGoogle Scholar
Kelly, Elma. “Advertising in Southeast Asia.” International Advertiser (January 1963): 5–8.Google Scholar
Lears, Jackson. “The Concept of Cultural Hegemony: Problems and Possibilities.” American Historical Review, 90 (June 1985): 567–591.CrossRefGoogle Scholar
Luther, Hans U. “Strikes and the Institutionalization of Labour Protest: The Case of Singapore,” Journal of Contemporary Asia, 8 (1978): 219–230.Google Scholar
Nixon, Sean. “Apostles of Americanization? J. Walter Thompson Company Ltd, Advertising and Anglo-American Relations 1945–1967.” Contemporary British History 22 (December 2008): 477–499.Google Scholar
Prime, Penelope B. “Utilizing FDI to Stay Ahead: The Case of Singapore.” Studies in Comparative International Development, 47 (June 2012): 139–160.CrossRefGoogle Scholar
Schwarzkopf, Stefan. “The Subsiding Sizzle of Advertising History: Methodological and Theoretical Challenges in the Post Advertising Age.” Journal of Historical Research in Marketing, 3, 4 (2011): 528–548.CrossRefGoogle Scholar
Schwarzkopf, Stefan. “From Fordist to Creative Economies.” European Review of History: Revue europenne d’histoire, 20, 5 (2013), 859–879.Google Scholar
Sinclair, John. “Globalisation and Regionalisation of the Advertising Industry in the Asia-Pacific.” Asian Studies Review, 31 (September 2007): 283–300.CrossRefGoogle Scholar
Wilson, John F., and Popp, Andrew, “Business Networking in the Industrial Revolution.” Business History Review, LVI (2003): 355–361.Google Scholar
“4th Asian Office for Cathay Advertising,” Straits Times, April 10, 1964, 12.Google Scholar
“4th Largest in the World,” Straits Times, June 25, 1969, 14.Google Scholar
“21st Birthday Party,” Singapore Free Press, September 10, 1949, 5.Google Scholar
“60 Advertising Men Strike Over That “Get Out” Order,” Straits Times, January 26, 1967, 18.Google Scholar
“A New Director for Masters Ltd,” Times Straits, April 13, 1954, 12.Google Scholar
“Account Director joins LPE,” Straits Times, December 18, 1968, 16.Google Scholar
“Accounts Executive for Young Advertising,” Straits Times, July 21, 1961, 12.Google Scholar
“Advertising Agency Changes Its Name,” Straits Times, March 30, 1966, 12.Google Scholar
“Advertising Agency’s KL Manager,” Straits Times, July 6, 1962, 18.Google Scholar
“Advertising Agency’s Marketing Service,” Straits Times, April 17, 1959, 16.Google Scholar
“Advertising Association,” Straits Times, May 6, 1948, 10.Google Scholar
“Advertising Director Is Retiring,” Straits Times, February 5, 1963, 14.Google Scholar
“Advertising Firm Offers Training in Australia,” Straits Times, July 22, 1960, 9.Google Scholar
“Advertising Firm Starts Research Department,” Straits Times, January 31, 1964, 12.Google Scholar
“Advertising Has a Big Future, He Says,” Straits Times, September 30, 1955, 14.Google Scholar
“Advertising Man Back from Training,” Singapore Free Press, February 24, 1962, 7.Google Scholar
“Advertising to Be Conducted Only by Asians,” Straits Times, May 25, 1962, 4.Google Scholar
“Agency Appoints Creative Director,” Straits Times, December 27, 1967, 12.Google Scholar
“An Australian Surveys our Advertising Possibilities,” Straits Times, February 10, 1956, 12.Google Scholar
“Arrival from Sydney,” Straits Times, June 4, 1969, 10.Google Scholar
“Benson London Director Is Resigning,” Straits Times, January 15, 1963, 13.Google Scholar
“Benson’s Director Due for Talks,” Straits Times, May 22, 1962, 18.Google Scholar
“Bensons Appoint Local Director,” Straits Times, July 27, 1966, 12.Google Scholar
“Bensons Chief Expected,” Straits Times, October 3, 1966, 11.Google Scholar
“Bensons Name a Special Director,” Straits Times, April 3, 1962, 4.Google Scholar
“Bid for Closer Ties with Asian Mart,” Straits Times, June 5, 1962, 14.Google Scholar
“Big Chance,” Straits Times, March 18, 1965, 7.Google Scholar
“Brian Hoyle Recalls Young Advertising,” Ad Asia, March 4, 2011, accessed August 25, 2013, http://www.adasiaonline.com/2011/03/brian-hoyle-recalls-young-advertising/Google Scholar
“Cathay Advertising Ltd,” Straits Times, August 31, 1967, 21.Google Scholar
“Cathay Appoint New Art Director,” Straits Times, July 26, 1968, 14.Google Scholar
“Cathay Gets a Copy Chief,” Straits Times, June 5, 1968, 12.Google Scholar
“Cathay Investigates Australia’s Market,” Straits Times, October 20, 1960, 13.Google Scholar
“Cathay Ltd. Gets New Chief in Singapore,” Straits Times, February 17, 1956, 12.Google Scholar
“Cathay Pact with N.Z., Australian Agencies,” Straits Times, February 5, 1963, 14.Google Scholar
“Chairman of Benson’s Greeted by Strike,” Straits Times, November 5, 1965, 6.Google Scholar
“Chairman on Visit after Link Up,” Straits Times, May 17, 1967, 12.Google Scholar
“Changes in Benson’s Malaya, HK Companies,” Straits Times, December 15, 1961, 18.Google Scholar
“Clerks at Benson’s Call Off Strike,” Straits Times, November 6, 1965, 13.Google Scholar
“Colgate’s $1m. Plant Opens Next Month,” Straits Times, May 23, 1961, 14.Google Scholar
“Death of an Advertising Pioneer,” Straits Times, September 10, 1965, 9.Google Scholar
“Editorial,” Broadcasting and Television, March 19, 1964, 5.Google Scholar
“Europe, UK Study Trip,” Straits Times, October 27, 1961, 12.Google Scholar
“The Good Old Days: Memories of the Advertising Business,” Ad Asia, January 1, 2004, accessed August 25, 2013, http://www.adasiaonline.com/2004/01/the-good-old-days/.Google Scholar
“Greater Need for Advertising Now,” Straits Times, 11 September 1959, 10.Google Scholar
“Introducing a New Name to Singapore,” Straits Times, April 18, 1974, 9.Google Scholar
“Leave in E. Africa,” Straits Times, February 12, 1949, 4.Google Scholar
“Leo Burnett-LPE,” Straits Times, October 28, 1970, 14.Google Scholar
“Looking into the Future,” Straits Times, October 29, 1971, 34.Google Scholar
“LPE Has a World-Wide Regional Structure,” Straits Times, August 17, 1966, 12.Google Scholar
“LPE Name New Account Executives,” Straits Times, May 10, 1967, 12.Google Scholar
“LPE Name New Art Director,” Straits Times, September 29, 1967, 14.Google Scholar
“Masters Get New Expert,” Straits Times, December 17, 1957, 14.Google Scholar
“Masters Limited,” Sydney Morning Herald, July 8, 1953, 22.Google Scholar
“Mr Young, Singapore Publicity Man, Dies at 66,” Straits Times, November 8, 1957, 9.Google Scholar
“New Company Formed,” Singapore Free Press, January 8, 1959, p.24.Google Scholar
“New Creative Director,” Straits Times, February 23, 1968, 12.Google Scholar
“New Executive for Young’s,” Straits Times, September 28, 1962, 16.Google Scholar
“New Posts for Two at S’pore Agency,” Straits Times, December 23, 1966, 14.Google Scholar
“New P.R.O. for Young,” Straits Times, April 18, 1961, 14.Google Scholar
Ng, Bob. “Benson Centre of a Takeover-Merger Move,” Straits Times, July 7, 1971, 13.Google Scholar
“Our Move in Malaya,” Straits Times, May 10, 1960, 10.Google Scholar
“Pact with 40 Workers,” Straits Times, May 9, 1966, 4.Google Scholar
“S. H. Benson Combine to Set Up Agencies,” Straits Times, December 16, 1966, 31.Google Scholar
“Supervisor: Local Employee Gets Post,” Straits Times, January 10, 1969, 12.Google Scholar
Soh, Tiang Keng. “Three Faces at the Top,” Straits Times, January 19, 1969, 6.Google Scholar
“Top Man at LPE,” Straits Times, May 22, 1968, 14.Google Scholar
“Two Art Graduates Now with Singapore Agency,” Straits Times, July 6, 1956, 14.Google Scholar
“Two More Directors Appointed,” Straits Times, November 27, 1968, 16.Google Scholar
“Woman Director for Masters,” Straits Times, February 7, 1958, 14.Google Scholar
“Young Appoints Kuala Lumpur Manager,” Straits Times, February 27, 1962, 14.Google Scholar
Alex, Hamill, Personal Correspondence, June 11, 2013.Google Scholar