focusing on innovation, the 2024 shanghai international advertising festival opens in putuo
2024-08-29
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on august 29, the 2024 shanghai international advertising festival officially opened at the banmasuhe international conference center in putuo.
this year's advertising festival is themed "promoting intelligence and new quality" and consists of four sections: conference, exhibition, competition and festival. it focuses on the digitalization process of "creativity + technology" and discusses how the advertising industry can achieve a leap in new quality productivity and promote the industry to extend to the high end of the value chain. industry experts and business leaders from nearly 20 countries around the world, including the united kingdom, the united states, france, thailand, singapore, australia, etc., participated in the activities of this advertising festival, bringing internationally leading digital advertising development results and new trends, and discussing new opportunities for the development of the chinese market under a global perspective.
this year's advertising festival has invited many international guests and companies. the participation of fortune 500 companies such as coca-cola, procter & gamble, general motors, and charoen pokphand group also demonstrates the confidence of international brands in the chinese market.
giluk, president of coca-cola greater china and mongolia, was invited to give a speech at the opening ceremony. "the theme of this conference, 'innovation of wisdom and quality', perfectly explains the secret of success in the advertising industry. continuous innovation is the unremitting pursuit of coca-cola. innovation is our brand gene, the secret formula that keeps coca-cola alive in its 138-year history, and the source of our motivation to bring refreshing experiences and positive changes to the world," giluk said.
in terms of innovation, giluk said that coca-cola has always adhered to three major innovation principles, namely, being consumer-oriented, embracing new technologies and innovating in a reasonable way. among them, being consumer-oriented is the core principle of coca-cola. "since returning to mainland china in 1979, we have been upgrading and innovating the way and platform to interact with consumers, ensuring that we fully understand consumer preferences and provide drinks suitable for various occasions based on changing consumer needs." giluk said.
when it comes to embracing new technologies to drive innovation, coca-cola has also been working hard. as one of the earliest companies in the fast-moving consumer goods industry to embrace artificial intelligence, coca-cola uses the new technology of generative ai to interact with consumers through innovative marketing activities.
this is the second year that the shanghai international advertising festival has been held in putuo. in recent years, putuo district has actively responded to the call of the shanghai municipal party committee and municipal government, and actively served the overall situation of shanghai's "international digital advertising capital" construction, and made every effort to launch the three business cards of "chinese martial arts", "half-ma suhe", and "reliable people, things done". guided by the construction of a municipal digital advertising park, it actively explored new models and new formats of digital advertising, improved special policies, expanded carrier space, and gathered thousands of digital advertising companies to form a relatively complete digital advertising industry chain. in the first half of this year, the revenue of the digital advertising industry in putuo district increased by 33% year-on-year, running at an unprecedented "acceleration". in the future, putuo district will better undertake the spillover effect of the shanghai international advertising festival, build a resource sharing platform, information communication platform, and exchange and display platform according to local conditions, and strive to make greater contributions to shanghai's construction of an "international digital advertising capital".
author: zhang xiaoming
text: zhang xiaoming photos: provided by the interviewee editor: wang wanyi responsible editor: zhu yue
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