INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES

Year 2020, Proceedings of The Third Economics, Business And Organization Research (EBOR) Conference, 167 - 177, 31.12.2020

Michal Kubovics Anna Zaušková

Abstract

Even marketing agencies could not escape the worldwide trend of acceleration of processes. New procedures for market penetration of businesses have been created upon the arrival of startups and new forms of businesses. The Lean concept is regarded as one of the most feasible approaches to be used across the analysis of business environment, management of company activities and communication marketing. Many smaller or larger agencies will have to face a global competitive struggle and any hypercompetition arising therefrom. Maintaining these businesses will be in the hands of lower management that needs to adopt forward thinking. Marketing agencies will have to find new methods of cooperation and product development. In the meantime, lots of new theoretical procedures and processes for company establishment and operation have been defined. The main goal of the paper is to highlight possible changes in processes of marketing agencies and based upon these findings to form a new model of establishing creative outputs. Studying modern approaches of the fastest-growing companies and summarising the research will result in the consistent theoretical model of functioning of marketing agencies. This model meets globalisation requirements and respects three fundamental attributes of the modern business world - speed, a flexible response to changes and cost cutting. A great deal of interaction among businesses needs to be taken into account as well. The main contribution of this study is to clarify how marketing agencies should get adapted to possible changes that might occur in near future. Only a fast response based upon knowledge will guarantee the future of businesses in this segment.

Keywords

Communication Agencies, , Innovative Opportunities of Communication Agencies, Future of Marketing Agencies

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