Browsing by Author "Lemos, Francisco Figueira"
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- The role of managers in driving effective paid media strategies in an advertising agencyPublication . Silva, Susana Costa e; Oliveira, Bianca Sofia; Lemos, Francisco FigueiraPurpose: This paper develops a practical model for the critical activities of the paid media manager in driving the successful implementation of digital paid advertising campaigns. Originality/value: Based on previous articles about the revolution in the advertising sector through digital and social media (Araújo et al., 2020; Helberger et al., 2020; Liu-Thompkins, 2019), the study responds to latent calls for further research on the roles and skills required by advertising professionals in the face of the digital transformation of advertising practices. In addition, we also related these professionals’ skills to the campaigns’ perceived success. Design/methodology/approach: We undertook a qualitative multi-case study, conducting semi-structured interviews involving paid media firms investing in digital advertising. The interviews were analyzed using the Gioia Methodology to ensure qualitative rigor in performing inductive research.Findings: We found that paid media managers must challenge client briefings, collaborate with creative teams, and dynamically adjust campaign elements for optimization. The key skills must include technical proficiency, information management, critical thinking, creativity, collaboration, and communication. Successful implementation leads to efficient targeting, real-time content adaptation, and cost-effectiveness. The study offers a roadmap for advertising agencies to effectively implement digital ad campaigns, namely from the recruiting and continuous upskilling of Paid Media Managers by identifying their critical roles to the businesses’ assistance in allocating advertising budgets more effectively by providing a thorough understanding of the benefits inherent in digital advertising investments.