The impact of new technologies on the New Zealand advertising agency

Abstract

This thesis is a study of the impact of new technologies on the New Zealand advertising agency for the coming millenium. Eight face-to-face interviews were carried out with agency leaders from the highest ranked advertising agencies in the country over the last ten to fifteen years. The responses of the interviewees were compared to an extensive review of the literature in terms of forecasts, theories and attitudes toward technology and its potential for the future of advertising and advertising agency/industry structure. The paper follows the methodological requirements of Robert Yin and other well known authors in the field and attempts to offer insights into the current situation in the industry with regard to technology and point to some signs of the evolutionary direction of the industry and to areas for further study.