A Look at the Phenomenon of Hybridization of the Professional Activities of Consulting Agencies and Advertising Sales Agencies in Cameroon

Abstract

The central question that structures this research is as follows: How does the phenomenon of hybridization of the activities of actors in the advertising chain manifest itself in Cameroon, particularly at the level of Consulting Agencies and Advertising Sales Agencies? To find some answers, information was collected through direct observation to see the activities of Ascèse consulting, B and C communication, Média plus and Elfi Events. Documentary research was also carried out with a view of compiling a corpus and open interviews conducted with officials from Ascèse, Média plus and B and C communication. The analysis consisted of describing the activities carried out by the actors in the field of communication, particularly in consulting agencies and those carried out in management. In particular, it was a question of highlighting the tasks carried out by the Ascèse and B and C communication agencies on one hand and those carried out by the Média Plus and Elfi Events advertising agencies on the other. The interpretation of the data collected after analysis was based on the axis of socio-professional hybridization. The results showed that consulting agencies carry out both consulting and governance activities. In the same vein, it has been seen that advertising agencies deploy both in the field recognized for them and in the field of expertise recognized for consulting agencies. This highlights that the phenomenon of hybridization in the advertising market in Cameroon is manifested by the fact that Consulting Agencies carry out co advertising sales activities and advertising sales agencies carry out Advertising Consulting Agency activities.