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

Henrike Runge, Florian Botzenhardt and Hans-Michael Ferdinand

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, 2012, issue 1/2012, 34-41

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.

Keywords: Werbefestival Cannes; Werbung; Cannes Festival; Advertising; Advertising Industry; Advertising Agency; Agencies; Communication; Awards; Creativity; Marketing; Marketing-Communications; Branding; Brand Management (search for similar items in EconPapers)
JEL-codes: M3 M30 M37 (search for similar items in EconPapers)
Date: 2012
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