Abstract
Hong Kong and Türkiye have long been hubs of commerce and communication between the West and other lucrative, yet less accessible, parts of the world. However, recent economic and socio-political changes – not to mention the impact of AI and digitalization - have led many to reconsider the role of Hong Kong as a gateway to mainland China, and Türkiye to the Middle East. The authors interviewed 42 senior advertising professionals from Hong Kong and Istanbul, finding that they commonly lament the ‘brain drain’ of creative talent, the increasing fragmentation of the ‘big idea’, and the democratization of creativity. Practitioners in both locations also expressed a surprisingly fearless, welcoming attitude towards AI. But views differed significantly regarding the future of advertising: industry, creativity, and practice. Through these insights into two lesser known, yet important markets, we glimpse the future of the advertising industry, globally.
| Original language | English |
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| Title of host publication | Moving forward, looking back: Advertising in the advent of AI |
| Publisher | European Advertising Association |
| Number of pages | 1 |
| Publication status | Published - 28 Jun 2024 |
| Event | International Conference of Research in Advertising - Thessaloniki, Greece Duration: 28 Jun 2024 → 30 Jun 2024 Conference number: 22 https://www.europeanadvertisingacademy.org/news/ |
Conference
| Conference | International Conference of Research in Advertising |
|---|---|
| Abbreviated title | ICORIA |
| Country/Territory | Greece |
| City | Thessaloniki |
| Period | 28/06/24 → 30/06/24 |
| Internet address |