This dissertation provides an interpretative analysis on advertising agencies in Brazil in order to broadly examine the main movements in the field of advertising during the past one hundred years. We have relied on the assumption that the agency is the ownership that establishes conditions for the advertising sector s recognition as well as the social emergence of the ad, as an outcome and expression of social interaction and collective action types. The chronological framework is set as of the establishment of Eclética, in 1914, the first organization that devises a professional approach and sets the capacity building of a yet unknown professional segment. The survey pursues a constant on-going mapping of the agencies, the paths, and linkages with historical-cultural transformations, enhancing the entrepreneurial development in order to discuss the burden of the advertising speech vis-a-vis the cultural code heritage. The core focus is on the consideration of the social players and their actions as inherent part of the production of knowledge and issuance of cultural identities in a specific social system. By means of a bibliographic intersection with the productive routine of advertising, have endeavored to reach the final result of a joint performance of identities which crossing is of the utmost importance for its feasibility. Furthermore, Howard Becker s collective action theory anchors a profound reflection of the cultural identities of the subjects that convey the ads in an advertising agency, inasmuch as its ways of performance, historically produced for this communication device. The theoretical framework that has been considered, highlights as well, the cultural perspective of advertising and papers that enhance the prominence of symbolism when establishing cultural meanings. Besides the internal environment of the advertising organization, this survey contemplates, in a broader sense, advertising as a central narrative of modern contemporary culture inasmuch as it produces and circles issues that impact subjectivities and convey components to establish signs and practices that define us as a Consumption Society.