Abstract
This study examines the future of advertising through depth interviews with eighteen senior advertising and media professionals in Hong Kong. It questions the definition, role and value of creativity in the context of digitization, exposing tensions – as well as a greater need for collaboration - between various ad industry players.
| Original language | English |
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| Title of host publication | Global Alliance of Marketing and Management Associations (GAMMA) |
| Place of Publication | Seoul,, Korea |
| Number of pages | 1 |
| Publication status | Published - 5 Nov 2020 |