From T-Square to T-Plan

The London Office of the J. Walter Thompson Advertising Agency 1919–70

Bibliographic Data

ID8418784
AuthorsDouglas West (0000-0002-9413-3810, At Bristol, corresponding author), Douglas C West (a Bristol Polytechnic)
Year1987
Volume29
Issue2
Pages199-217
Publication date1987-04-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueBusiness History (JOURNAL)
Journal identifiersISSN: 0007-6791 • E-ISSN: 1743-7938
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00076798700000033
OpenAlexW1984223608
LanguageEN
Citations received12

The London office of the American J. Walter Thompson advertising agency was, and still is, one of Britain's most successful. The application of methodical, almost quasi-scientific, advertising planning was at the root of its success. While the Americans dominated London's inter-war activities, the post-war saw increasing assertion of British identity. This came to fruition in the late 1960s when in response to production problems London shrugged off Madison Avenue's ‘T-Square’ and replaced it with its own ‘T-plan’. The evidence for the article is mainly drawn from Thompson's archive and from trade sources

Advertising · Agency (philosophy · Archaeology · Art · Assertion · Business · Economics · Identity (music · Management · Plan (archaeology · Political science · Social science · Sociology · Spanish Civil War · Square (algebra · Art History and Market Analysis · Fashion and Cultural Textiles · Historical Studies on Reproduction, Gender, Health, and Societal Changes · History · Law

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