A gestão de projetos em agências de comunicação publicitária: estudo da implantação em agências tradicionais do mercado de Porto Alegre

Abstract

The radical changes which are underway in the various industrial sectors require organizations to remain competitive in the market where they operate. The search for competitiveness implies knowing the market that the company belongs to, as well as its own organization. Adhering to good modern management practices assist organizations in their constant concern for the pursuit of competitive advantage. One discipline that has become popular in this changing landscape is project management. The project management discipline has its application associated with increased productivity, improvement of internal processes, greater control of resources and increased quality of deliveries. The traditional advertising market is one of the environments which is undergoing changes and adjustments in its formatting, ongoing changes directly affect the traditional model of advertising agencies and reach their competitiveness. This paper aims to understand how project management can help traditional advertising agencies stay relevant in the market. To achieve this goal, we approach the structure of the traditional advertising market, the factors that hurt the competitiveness of traditional agencies and enter the world of project management. Research on the project management applications in traditional agencies was carried out through multiple case studies, observing two traditional advertising agencies in the Porto Alegre market that implemented project management in their routines. As a result of the research, we realize that project management implementation in traditional agencies may have different approaches and each of them contributes to improving the competitiveness of traditional agencies.