CreAD: UK-China Partnership on Creative Advertising
Lead Research Organisation:
University of Leicester
Department Name: Media and Communication
Abstract
The project "CreAD: UK-China Partnership on Creative Advertising" aims to build a strategic partnership between the UK and China in order to drive local innovation and growth, and consists of:
1. A one-day Advertising Salon in the UK, hosted by the University of Leicester (where the PI is based). This will be followed by a two-day Advertising Experience, during which a number of visits to local/national advertising agencies and advertising-related museums, trusts, bodies, etc. will take place;
2. A one-day Advertising Salon in Shanghai, hosted by Fudan University (where the Co-I is based). This will be followed by a two-day Advertising Experience, consisting of external visits to local/national advertising agencies, as well as creative districts and parks.
The Advertising Salons will familiarise the participants with the advertising scenario in both countries and identify opportunities and challenges in filling in the academic-practitioner gap, as well as brainstorm ideas for future collaborations. The Advertising Experiences will provide useful insights into the current status of creative advertising in the UK and China, and will inform the creation of a more strategic curriculum, as well as develop more industry-facing education and training.
The integration of the above main activities will lead to the following outcomes:
a) the setting up a WeChat group;
b) the organisation of a pilot partnership between two universities through a dedicated UK-China Advertising Week, and a pilot international internship programme in selected advertising agencies;
c) the development of bigger grant application to support the next stages of the project.
1. A one-day Advertising Salon in the UK, hosted by the University of Leicester (where the PI is based). This will be followed by a two-day Advertising Experience, during which a number of visits to local/national advertising agencies and advertising-related museums, trusts, bodies, etc. will take place;
2. A one-day Advertising Salon in Shanghai, hosted by Fudan University (where the Co-I is based). This will be followed by a two-day Advertising Experience, consisting of external visits to local/national advertising agencies, as well as creative districts and parks.
The Advertising Salons will familiarise the participants with the advertising scenario in both countries and identify opportunities and challenges in filling in the academic-practitioner gap, as well as brainstorm ideas for future collaborations. The Advertising Experiences will provide useful insights into the current status of creative advertising in the UK and China, and will inform the creation of a more strategic curriculum, as well as develop more industry-facing education and training.
The integration of the above main activities will lead to the following outcomes:
a) the setting up a WeChat group;
b) the organisation of a pilot partnership between two universities through a dedicated UK-China Advertising Week, and a pilot international internship programme in selected advertising agencies;
c) the development of bigger grant application to support the next stages of the project.
People |
ORCID iD |
| Giovanna Puppin (Principal Investigator) |
Publications
Puppin G
(2020)
Forty Years of the Return of Advertising in China (1979-2019): A Critical Overview
in JOMEC Journal
| Title | CreAD youtube video |
| Description | The official video maker created this video, which has been made available on Youtube: https://www.youtube.com/watch?v=4cQ1idfjb7w&t=23s |
| Type Of Art | Film/Video/Animation |
| Year Produced | 2019 |
| Impact | . |
| URL | https://www.youtube.com/watch?v=4cQ1idfjb7w&t=23s |
| Description | Despite the activities envisioned for this project were quite ambitious, they were all carried out successfully, as follows: Shanghai, 18-20 June 2019 The UK-based team (PI Dr Giovanna Puppin, University of Leicester; Prof. Paul Springer, Falmouth University; Dr. Helen Powell, London Southbank University; Ms. Jane Harvis, History of Advertising Trust; Mr. Jamie Mollart, Rock Kitchen Harris) presented at the Advertising Research Salon in Fudan University, which was organised by the Co-PI (prof. Zhang Dianyuan). In the remaining days, the UK team, accompanied by the Co-PI, visited 7 local advertising agencies: Ye Maozhong, Neone, W, F5, Ogilvy, Shanghai International Advertising Festival, Kama. Leicester/London, 5-7 August 2019 The China-based team (Prof. Zhang Dianyuan; Prof. Meng Jian; Prof. Tang Yunbing; Dr. Shen Bin from Fudan University and Mr. Xiao Guangsheng, X agency) presented at the Advertising Salon hosted by the University of Leicester, which was organised by the PI. As the UK-based team already presented in Shanghai, some external speakers were invited to deliver a talk (Prof. Ian MacRury, St. Andrews; Dr. Hyunsun Catherine Yoon, University of Greenwich; Mr. Dan Lamon, Colab; Mr. Adam Pennington, Cannes Lions). Following, both the China and the UK team visited 7 local advertising agencies, 4 based in Leicester (Big Dog; Rock Kitchen Harris; Arch Creative; Effect Digital) and 3 based in London (Adam&Eve DDB; D&AD; Dare). Outcomes of both Salons: academics and practitioners of both countries met, learnt and discussed the current status and trends of the advertising industry. Further collaborations were discussed in detail, according to the advertising sector they operate in. Outcomes of the visits: the most creative ad agencies in the UK and China opened their doors to share their best case-studies with us. This was valuable and extremely useful in terms of bridging the academic-practitioner gap and networking, as there was a space for questions and for exchanging contact details/discuss areas of interest. As a recognition of the PI role in facilitating the creation of the UK-China Partnership on Creative Advertising, the PI was nominated Research Associate at the National Centre for Cultural Innovation Research (Fudan University, Shanghai). |
| Exploitation Route | By providing a platform for academics and practitioners to discuss and exchange knowledge on advertising creativity in the interrelated areas of research, practice and education, the UK and Chinese editions of the Advertising Salon and the Advertising Experience facilitated networking and the creation of partnerships between advertising academics, practitioners, and students based in the UK and China. The PI and the UK-based team are discussing the possibility of writing together an article that compares how advertising creativity is conceived differently in the UK and China. |
| Sectors | Creative Economy,Education,Culture, Heritage, Museums and Collections |
| URL | https://www.youtube.com/watch?v=4cQ1idfjb7w&t=23s |
| Description | The findings have been used: - in the internationalisation process of the curricula of advertising degrees offered by the universities that took part to the project; - by advertising practitioners, in their cross-cultural advertising campaigns. |
| First Year Of Impact | 2019 |
| Sector | Creative Economy,Education |
| Impact Types | Cultural,Societal,Economic |
| Description | UK-China Partnerships on Creative Advertising |
| Organisation | Fudan University |
| Country | China |
| Sector | Academic/University |
| PI Contribution | New links and collaborations have started between: - the universities involved in the project; - the advertising agencies involved in the project. The PI has been nominated Research Associate at the National Centre for Cultural Innovation Research (Fudan University, Shanghai). A new grant submission happened in December 2019 - unfortunately it didn't prove to be successful. |
| Collaborator Contribution | The project provided a platform for academics and practitioners to discuss and exchange knowledge on advertising creativity in the interrelated areas of research, practice and education. The UK and Chinese editions of the Advertising Salon and the Advertising Experience facilitated networking and the creation of partnerships between advertising academics, practitioners, and students based in the UK and China. |
| Impact | An article written by the PI will be published around May 2020. Here is the full reference: Puppin, Giovanna. "Forty Years of the Return of Advertising in China (1979-2019): A Critical Overview", Jomec (Journalism, Media and Cultural Studies), special issue "Advertising China", E-ISSN: 2049-2340 |
| Start Year | 2019 |