Publicis and the French Advertising World, 1946-1968

Abstract

The French advertising agency, Publicis, experienced a renaissance after the Second World War. While today, the Publicis Groupe is known as the fourth largest advertising agency in the world, few outside of France were aware of the firm's existence in 1946. Publicis growth occurred within the framework of France's post-war economic boom — the expansion of the advertising industry, in particular. This paper will review several factors for the firms rise: key connections with the French government, the company's use of symbols to promote itself, and the agency's ability to attract diverse clients.