The impact of innovation on Media Agencies’ big Clients

  • Noémi Andreia Reis Cunha Routar Farias (Student)

Student thesis: Master's Thesis


This dissertation aims to explore the impact of innovation on large media planning clients having as exploratory case study Vodafone Portugal.Thus, the theoretical framework addresses the concept of communication, the role of communication in society, the role of advertising and as main topic, the convergence between brand and media agency services, as well as the marketing strategies implemented. The analysis and dissertation will enroll Communication, Society, Telecommunications, Media Agencies, Advertising and Innovation, as main topics.This empirical research consisted of a Unique Case Study about Vodafone Portugal in order to assess the strategies adopted by the operator to stand out in a saturated market, with limited organic growth opportunity. Having as main point of investigation the relationship between the adoption of new organizational and structural models and strategies by media agencies clients and the future of the business of media agencies and related service providers.
Date of Award14 Mar 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMaria Romba (Supervisor)


  • Communication
  • Media Agency
  • Media planning
  • Innovation
  • Outsourcing
  • In-house


  • Mestrado em Ciências da Comunicação

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