Creativity as an indicator of business competitiveness in the Mexican advertising landscape

Abstract:

Advertisement rankings have a high repercussion in the advertising industry. Creativity is one of the key variables in the success of the agencies. The aim of this work is making an analysis of the actual position of the Mexican advertising agencies at the Latin-American Advertising Ranking, which assess the competitiveness of the agencies for the period 2014-2016, which includes 83, 83 y 52 Mexican agencies respectively for each year.

Año de publicación:

2018

Keywords:

• positioning
• COMPETITIVENESS
• Ranking creativity
• Tendency
• Advertising agencies

Fuente:

scopus