At the crossroads of culture and commerce, the advertising industry is a regime
of paradoxes. This book examines the place of advertising in today’s creative
industries, exploring the major challenges advertisers confront as they engage
with other creative sectors. Izabela Derda, author, media scholar, and industry
expert, offers insights into how the industry keeps deconstructing its own
creative processes and collaborative models as it attempts to stay relevant.
Through extensive case studies and interviews with industry professionals
and thought leaders, this book examines the sector’s struggle to adapt to new
business models and to monetize creativity in today’s media landscape, from
re-engaging audiences through media more typical of arts and entertainment
to managing intricate cross-sectoral creative collaborations. From redesigning
workplaces to satisfy the expectations of the youngest generations of creatives
to reconsidering the paradigm of conventional creative teams, the advertising
sector has swiftly adjusted to the seismic changes in today’s media landscape.
The book will be of interest to scholars and students of creative media,
advertising, and media studies, as well as those interested in understanding
the changing complexities and latest innovations of the creative industries.
Advertising professionals, artists, and policymakers will find relevant
insights and possible solutions for the major challenges facing the advertising
industry today.