How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is surprising considering the background of relatively low local advertising budgets compared to industrialized nations. This article analyzes success factors and derives suggestions for the German marketing industry of how to benefit from them.
Year of publication: |
2013
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Authors: | Runge, Henrike ; Botzenhardt, Florian ; Ferdinand, Hans-Michael |
Published in: |
EconStor Open Access Articles. - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW). - 2013, p. 34-41
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Publisher: |
Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) |
Subject: | Werbefestival Cannes | Werbung | Cannes Festival | Advertising | Advertising Industry | Advertising Agency | Agencies | Communication | Awards | Creativity | Marketing | Marketing-Communications | Branding | Brand Management |
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freely available