A new research project on internet advertising in Sweden
Posted on | oktober 2, 2009 | No Comments
Chalmers University of Technology, the University of Gothenburg, the Swedish Association of Communication Agencies and Hyper Island have been awarded SEK 2,143 million for a two- year project to study the digital wonder in Swedish advertising. The project is part of the research programme Young networks culture, funded by the Knowledge Foundation. The project is managed by Gustav Sjöblom at the Division of Technology and Society at Chalmers, and includes Ann-Sofie Axelsson from the same division, Oskar Broberg (Department of Economic History, University of Gothenburg) and Morgan Öberg from the Swedish Association of Communication Agencies.
By mid-2011 the project will hopefully have explained why Swedish agencies have been so successful at the big international competitions (Cannes Lions, Eurobest, AD&D etc) in the interactive/cyber/internet categories, but not in using conventional media. We will look at this from four different angles: the individual backgrounds of the leading creators and entrepreneurs and their networks; the macro environment for the accumulation of skills in using computers for creative and interactive purposes; the channeling of creative individuals to the advertising industry; and the implications for future policy and the understanding of the Swedish system of innovation.
In the meantime we hope to have a lot of fun and to provide inspiration for advertising professionals and others whom we’ll meet along the way!
Comments
Leave a Reply
