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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity

Author

Listed:
  • Runge, Henrike
  • Botzenhardt, Florian
  • Ferdinand, Hans-Michael

Abstract

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.

Suggested Citation

  • Runge, Henrike & Botzenhardt, Florian & Ferdinand, Hans-Michael, 2012. "How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, issue 1/2012, pages 34-41.
    • Handle: RePEc:zbw:espost:103305
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    More about this item

    Keywords

    Werbefestival Cannes; Werbung; Cannes Festival; Advertising; Advertising Industry; Advertising Agency; Agencies; Communication; Awards; Creativity; Marketing; Marketing-Communications; Branding; Brand Management;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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