Abstract

Among the diverse side effects of Brexit, the European Commission relocated the European Medicines Agency (EMA) to Amsterdam. Host bids designed different political/institutional communication campaigns to persuade member states in their favor. This investigation compares and contrasts these institutional political online campaigns and highlights the themes and variables under discussion during the selection process. Through a preferred quantitative content analysis, the aims to validate the extent to which resource push or resource pull theories are correlated with the final decision to relocate the Agency to Amsterdam.