Agencies that participate in competitive evaluation systems attend advertising festivals where creativity is especially valued. The objective of this work is to measure and analyze the current position of Colombian advertising agencies in the Ibero-American Advertising Ranking. To this end, the competitiveness of the agencies is evaluated through their level of creativity and according to a rigorous weighting of the awards they obtain and the festivals in which they are awarded. Likewise, the trend is studied and a classification of agencies is made according to their position and score in the advertising ranking. The calculation of the value of the agencies for an edition is based on the awards received in the two previous years. For the case of Colombia, the ranking of agencies in 2014, 2015 and 2016 is analyzed for a total sample of 69, 98 and 73 agencies respectively in Colombia. It is observed that the best placed are international agencies.
|Translated title of the contribution||Analysis of the Business Competitiveness Level in the Colombian Advertising Panorama Based on Creative Success and Ethical and Legal Responsibility|
|Original language||Spanish (Ecuador)|
|Number of pages||20|
|State||Published - 31 Dec 2017|
- Advertising agencies
CACES Knowledge Areas
- 213A Political Science