The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each …Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with … larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the …

insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by … creative experiences in both cases, as juniors and seniors, respectively. The data collected via semistructured interviews are …The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client …

In this article the role of advertising agency in global marketing strategy has been examined. The developed matrix … the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of … adaptation vs. standardization necessary in each situation. -- advertising agency ; adaptation ; standardization …

Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to … expansion of internet-based advertising is transforming the advertising business by providing more efficient methods of matching … relationship between online content and online advertising. Online-advertising is provided by a series of interlocking multi …

, followed by interviews with one small and one large advertising agency for each country. The findings of the study show that …The purpose of the study is to research how national advertising agencies use creativity to compete with larger, global … agencies in the advertising market of Sweden, Spain and Portugal. To conduct the study, the authors keep a qualitative approach …

fill this gap, by focusing in particular on Creative Intensive Business Service (CIBS), and, more precisely, on advertising … multidimensional framework and identify key constructs for the analysis of provider-client relationships that foster agency …

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use …