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Advances in Advertising Research X pp 107–117Cite as

The Role of Creativity in a Digital World: Advertising Practitioner Views from China

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Abstract

Unprecedented technological advancement across the world has seen traditional advertising struggle to evolve and keep up with the change (Kumar and Gupta, 2016; McCraw, 2016). Some have suggested that the exponential change in technology, personal and device connectivity, data collection and analysis has the potential to transform ‘business, the global economy and society at large’ (Marko, 2015, 2). Advertisers can now engage with consumers, and their ‘insatiable taste for media consumption’ (McCraw, 2016, para 4), through numerous and diverse touch-points.

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Author information

Authors and Affiliations

  1. School of Media & Communication, RMIT University, Melbourne, Australia

    Julie Bilby & Lukas Parker

  2. Beihang University, Beijing, China

    Stefan Petersen

Authors
  1. Julie Bilby
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  2. Stefan Petersen
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  3. Lukas Parker
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Corresponding author

Correspondence to Julie Bilby .

Editor information

Editors and Affiliations

  1. University of Valencia, Valencia, Valencia, Spain

    Enrique Bigne

  2. Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

    Sara Rosengren

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Bilby, J., Petersen, S., Parker, L. (2019). The Role of Creativity in a Digital World: Advertising Practitioner Views from China. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_9

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