CreAD: UK-China Partnership on Creative Advertising

CreAD：中英创意广告合作伙伴关系

基本信息

批准号：
AH/T001151/1
负责人：
Giovanna Puppin
金额：
$ 3.2万
依托单位：
University of Leicester
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2019
资助国家：
英国
起止时间：
2019 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=AH%2FT001151%2F1
关键词：
CreAD UK China Partnership Creative

项目摘要

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.

“CreAD：中英创意广告合作伙伴关系”项目旨在建立中英两国之间的战略伙伴关系，以推动当地创新和增长，包括： 1．英国为期一天的广告沙龙，由莱斯特大学（PI 所在地）主办。随后将进行为期两天的广告体验，在此期间将多次参观当地/国家广告公司以及与广告相关的博物馆、信托机构、机构等；2．由复旦大学（Co-I 所在地）主办的上海一日广告沙龙。接下来是为期两天的广告体验，包括对当地/国家广告公司以及创意区和公园的外部访问。广告沙龙将使参与者熟悉两国的广告场景，并识别机遇和挑战填补学术与实践者之间的差距，并为未来的合作集思广益。广告体验将为了解英国和中国创意广告的现状提供有用的见解，并将为创建更具战略性的课程提供信息，并开发更多面向行业的教育和培训。上述主要活动的整合将带来以下结果：a）建立微信群； b) 通过专门的中英广告周以及在选定广告公司的试点国际实习计划，在两所大学之间组织试点合作伙伴关系； c) 开发更大的赠款申请以支持项目的下一阶段。