Abstract
The Hong Kong advertising industry appears to have lost its creative spark. Where it was once viewed as a creative hub in the region, Hong Kong’s leading edge has diminished. Socio-economic factors as well as the pressure that digitization has brought to bear on the industry - to work harder, better, faster, and be stronger - appear to have sapped its creative energy and drive. Through a series of depth interviews with advertising and media professionals, this research explores the role and value of creativity in Hong Kong’s contemporary advertising practice. While focusing on a single market, the study also provides insights into the future of creativity in the face of the digitization of advertising, communication, and audience engagement globally.
| Original language | English |
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| Title of host publication | Conference Proceedings: ICORIA 2023 |
| Place of Publication | Bordeaux, France |
| Publication status | Published - 28 Jun 2023 |
| Event | 21st International Conference of Research in Advertising: ICORIA 2023 - INSEEC Business School, Bordeaux, France Duration: 30 Jun 2023 → 2 Jul 2023 https://www.europeanadvertisingacademy.org/icoria2023/ |
Conference
| Conference | 21st International Conference of Research in Advertising |
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| Abbreviated title | ICORIA |
| Country/Territory | France |
| City | Bordeaux |
| Period | 30/06/23 → 2/07/23 |
| Internet address |
Keywords
- Advertising creativity, practitioners, digitisation, Hong Kong