The thrill is gone: Practitioner views of creativity in Hong Kong’s advertising industry

Activity: Conference/talk/lecture/symposium/speech/workshop, etc › Event organized by non-HKBU units

Description

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 21 senior 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.

Number of attendees (for events)

150

Income

0
Period29 Jun 2023 → 1 Jul 2023
Held atInternational Conference on Research in Advertising (ICORIA), France
Degree of RecognitionInternational

User-Defined Keywords

  • advertising creativity
  • digitalization
  • industry development

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