Ranking de publicidad en Iberoamérica¿cuáles son las principales agencias?
- Estela Núñez-Barriopedro 1
- Almudena González del Valle Brena 2
- 1 Universidad Internacional de La Rioja (UNIR), España
- 2 Universidad Pontificia Comillas, España
ISSN: 1012-1587
Year of publication: 2016
Issue: 8
Pages: 360-372
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
The aim of this paper is to analyze the relative position of advertising agencies in Latin America, according to the Latin American Advertising Ranking (Ranking Iberoamericano de Publicidad). This ranking evaluates agencies based on their creative work, weighing prizes received and festivals in which they have been awarded. Each agency is valued upon awards received in the previous two years. This paper analyses 2014-15 results from samples of 775 and 538 agencies each year. Results focus on the top 50 agencies ranked.