The Project of Advertising Agency of the 21st Century

Student: Antonyan Nikol

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2020

The media advertising industry is currently undergoing a process of digital transformation that affects all its participants. The master's project is dedicated to an advertising Agency of the 21st century format. In the theoretical part of the work, an analysis of the media advertising market is carried out, the main models of advertising agencies are identified, industry trends and leading market players are analyzed. In the empirical part of the study, a brand audit of the advertising Agency Possible Group was conducted, and an in-depth interview was conducted with the target audience — clients of advertising agencies. In the recommendation part of the project, the main directions of development of both the possible Group advertising Agency and the industry as a whole were formulated.

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