Estrategias de comunicación innovadoras implementadas en las agencias cuencanas de publicidad en los últimos dos años

Abstract

This research focused on determining innovative communication strategies implemented in advertising agencies in Cuenca. In this context, it collected information from three agencies to understand and analyze these strategies. The problem addressed in this research was the difficulty in identifying and understanding innovative strategies in advertising in Cuenca, which led to the search and detailed analysis of these strategies. The research is based on a qualitative methodological approach and is supported by a methodological triangulation that includes documentary review, participant observation and interviews with experts in the area. The research was carried out between January and August 2023 in Cuenca, involving agency communication and marketing experts, providing a comprehensive vision of the strategies adopted, their evolution and their impact on advertising. It is concluded that the innovative communication strategies implemented in advertising agencies in Cuenca focus on taking advantage of the synergy between efficient digital tools and solid communication strategies to strengthen the connection between brand and consumer.