Diverging responsibilities: reflections on emerging issues of responsibility in the advertising business

Abstract

Purpose

The purpose os this article is to identify ecomical and cultural dimensions of responsible business conduct in the advertising industry. The article is based on an interview study with 15 leading experts in advertising agencies in Finland. A focus in these interviews was on how the phenomenon of responsible business is understood and reflected in the advertising industry. The focus in this article is to analyse the responsibilities of the advertising business, with special reference to the challenges that lie ahead for the profession.

Design/methodology/approach

The data were collected in focused interviews. The interviews were conducted with the managers of the five biggest advertising agencies in Finland: managing directors and managers or leading experts responsible for strategic planning and creative design. The aim was to find out how advertising professionals experience, interpret and value the social responsibilities of experts and businesses in the advertising industry.

Findings

Executives of advertising agencies consider it their prime responsibility to ensure the profitability of their clients as well as their own business. The emphasis is firmly on business targets and responsibilities, whereas other stakeholders are largely ignored and the other questions of social responsibility seem remote and alien. Advertising professionals are interested in social themes and concerns if they are central to their client companies' strategies. Agencies have not yet adopted the principles of responsible business as part of their everyday operation and strategic decision‐making.

Originality/value

The article shows what kind of stakeholders and related values and interests are involved in the advertising business and profession of advertising executives.

Citation

Malmelin, N. (2010), "Diverging responsibilities: reflections on emerging issues of responsibility in the advertising business", Business Strategy Series, Vol. 11 No. 1, pp. 43-53. https://doi.org/10.1108/17515631011013104