Analysis of Factors Affecting the Achievement of Projects Objectives in Advertising Agencies

The study is dedicated to investigation and analysis of factors affecting key successful factors in projects of advertising agencies. The author focused on not introspective project management factors as most previous studies in this field. Factors were divided into two groups: project settings and client involvement into project in different stages of project life cycle. The key successful factors were time, qualitive business goals (KPI) and relationships with the client. Database for analysis were compiled by online-survey. Account Managers of advertising agencies filled the questionnaire about the settings and results of their projects. In the study the hypothesis of the negative impact of high client involvement at the project implementation stage on the project's results on schedule was confirmed. Also, other dependencies between the factors and target indicators of the project were revealed. These results are explained by the specifics of the implementation of advertising projects. Based on the findings of the study, general recommendations for the management of advertising agency projects were developed, and four strategies of management client involvement for projects of different cost and complexity were developed and described: support of involvement strategy, management of involvement strategy, prevention of involvement strategy, strategy of containing involvement. These recommendations and strategies in the management of advertising projects will allow account managers to increase the likelihood of achieving certain projects goals, and generally to contribute to the successful completion of projects.