Sharing Marketing Communication that can Influence Smart Consumers in Hyper-connected Age in the Right Way
BUSAN--(Korea Newswire) September 07, 2018 -- AD STARS, the only international advertising festival in Korea, has chosen “Influence” as the theme of the 2019 edition of the event to discuss marketing communication that can influence consumers in the right way.
Hyper-connectivity is in full swing. Marketers or advertising agents cannot survive any more by making one-sided sales pitch to consumers as they did. Consumers have become smart in a hyper-connected society. They must exert influence on consumers in the right way for them to experience and share “absolute merits.”
“We are past the era when we focused on merchandise packaging and brand management, and an age of ‘absolute merits’ when the use value of goods is important has arrived,” Hwang Jin Choi, chair of the AD STARS Executive Committee, said, explaining the decision to choose the new theme.
This year marks the 11th anniversary of AD STARS. Its 2018 edition was held for three days from August 23 in Busan under the slogan of “Connect!” to deal with marketing communication in the hyper-connected era. The event ended with a great success with about 3,000 people paying registration fee over the three-day span.
AD STARS attracted 20,342 entries from 57 countries. Among members of the international jury were such industry magnates as Ari Halper, Joji Jacob, Woon Hoh, Toby Talbot and Anna Qvennerstedt.
AD STARS consisted of four tracks: Keynote, Creativity, Ad Tech and Open Stage. About 60 lectures were delivered in the tracks. Industry workers and related persons had meaningful time attending the lectures which offered guidance on how to adjust to rapidly changing marketing environment.
Next year’s AD STARS will be held in BEXCO, Busan from August 22 to 24, 2019.
“AD STARS has experienced explosive quantitative growth to be recognized as a major advertising festival in the Asian region. We will not settle for that, though. We will try to set the trends in advertising, accelerate qualitative growth through co-prosperity with advertising industry and seek ways to develop the industry and contribute to job creation,” AD STARS Executive Committee Chair Choi said.
For more information about AD STARS, please visit http://www.adstars.org .