Roldós y Compañía, the oldest operating advertising agency in the world

Purpose - This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas - the first documented advertising agent...

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Autores: Serra Folch, Carolina|||0000-0001-9448-0356, Martorell Castellano, Cristina|||0000-0001-6403-3387
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:304896
Acceso en línea:https://ddd.uab.cat/record/304896
https://dx.doi.org/urn:doi:10.1108/JHRM-07-2023-0028
Access Level:acceso abierto
Palabra clave:Advertising agencies
History of advertising
Spain
Roldós
Rafael Roldós
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spelling Roldós y Compañía, the oldest operating advertising agency in the worldSerra Folch, Carolina|||0000-0001-9448-0356Martorell Castellano, Cristina|||0000-0001-6403-3387Advertising agenciesHistory of advertisingSpainRoldósRafael RoldósPurpose - This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas - the first documented advertising agent in Spain to this day - in shaping the emerging Spanish advertising industry at the end of the 19th century. Design/methodology/approach - The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A. Findings - In its early years, the agency's participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country's business sector. Practical implications - This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with Otger names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós. Originality/value - Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap. 22024-01-0120242024-01-01Articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/304896https://dx.doi.org/urn:doi:10.1108/JHRM-07-2023-0028reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:3048962026-06-06T12:50:31Z
dc.title.none.fl_str_mv Roldós y Compañía, the oldest operating advertising agency in the world
title Roldós y Compañía, the oldest operating advertising agency in the world
spellingShingle Roldós y Compañía, the oldest operating advertising agency in the world
Serra Folch, Carolina|||0000-0001-9448-0356
Advertising agencies
History of advertising
Spain
Roldós
Rafael Roldós
title_short Roldós y Compañía, the oldest operating advertising agency in the world
title_full Roldós y Compañía, the oldest operating advertising agency in the world
title_fullStr Roldós y Compañía, the oldest operating advertising agency in the world
title_full_unstemmed Roldós y Compañía, the oldest operating advertising agency in the world
title_sort Roldós y Compañía, the oldest operating advertising agency in the world
dc.creator.none.fl_str_mv Serra Folch, Carolina|||0000-0001-9448-0356
Martorell Castellano, Cristina|||0000-0001-6403-3387
author Serra Folch, Carolina|||0000-0001-9448-0356
author_facet Serra Folch, Carolina|||0000-0001-9448-0356
Martorell Castellano, Cristina|||0000-0001-6403-3387
author_role author
author2 Martorell Castellano, Cristina|||0000-0001-6403-3387
author2_role author
dc.subject.none.fl_str_mv Advertising agencies
History of advertising
Spain
Roldós
Rafael Roldós
topic Advertising agencies
History of advertising
Spain
Roldós
Rafael Roldós
description Purpose - This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas - the first documented advertising agent in Spain to this day - in shaping the emerging Spanish advertising industry at the end of the 19th century. Design/methodology/approach - The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A. Findings - In its early years, the agency's participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country's business sector. Practical implications - This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with Otger names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós. Originality/value - Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.
publishDate 2024
dc.date.none.fl_str_mv 2
2024-01-01
2024
2024-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/304896
https://dx.doi.org/urn:doi:10.1108/JHRM-07-2023-0028
url https://ddd.uab.cat/record/304896
https://dx.doi.org/urn:doi:10.1108/JHRM-07-2023-0028
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
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repository.mail.fl_str_mv
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