A importância do paid media manager numa agência de comunicação

: o caso da SA365

Abstract

The purpose of this study is to provide a contribution to the existing understanding of the relevance of the paid media manager's role in a communication agency. In a highly competitive and digitally influenced context, where it is crucial for companies to be present at the right time, on the right channel with the right message to influence their consumers through integrated communication strategies, understanding the work of the paid media manager and the extent to which it is essential is of great importance. In this regard, the following research questions were proposed: Q1: What is the role played by the paid media manager in the communication strategies developed by a communication agency? Q1.1: Is it possible for the role of the paid media manager to be performed by another department in a communication agency? Through a case study of the communication agency SA365, direct observation in the organizational context, and semi-structured interviews, it was possible to conclude that the role of the paid media manager in communication strategies is cross-cutting, and the functions of this figure encompass operational, strategic, analytical, and opinion intervention in the agency's daily routine. It was also concluded that due to the technical nature involved in advertising, trends, and other digital-related issues, the role of the paid media manager cannot be performed by another department in the organization. This study contributes to the construction of knowledge about the role of this figure, its non-transmissible nature, and the relevance of its intervention in the communication strategies conceived in a communication agency.

Date of Award	13 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Lourenço (Supervisor)