부산국제광고제 창의적(Creative) 아이디어의 다양성에 관한 연구

AdStars is the first international ad festival in Korea began in 2008, and it is the first and only one in all of Asia while even Japan, Taiwan, and Hong Kong do not have one where advertising industries are highly developed. International Advertising Festival is not just a festival for advertisers, but a fierce contest in which companies from all over the world compete with each other to promote their brands. Therefore, a good analysis of new creative ideas from different countries every year will help you better understand the global market and global consumers at once. Since intangible ideas are difficult to assess, marketing communication experts around the world also raise their annual salary by gaining creative recognition at international ads each year. The characteristic of creative ideas at the recent AdStars is ‘diversity. ’ The traditional ads appealing to consumers with brand benefits are not easy to win over the hearts of consumers living in a sea of information nowadays. Thus, even if it is the same global brand, products selling well in one country often struggle in other countries. It is due to diversity of global consumers. Another trend shown in the analysis is the rise of the ‘Ideas for Good. ’ While many companies have suggested Corporate Social Responsibility (CSR) ideas, however, brands and corporates are creating actual ideas to make global consumers’ lives better beyond the traditional marketing activities. Another phenomenon is the application of digital technologies. Highly efficient marketing is now available with emerging digital technologies.