A new report from the Project Management Institute finds that nearly all creative professionals (97%) encountered significant obstacles in the past year—including budget overruns (55%), missed deadlines (54%), and “constraints on creativity” (47%).  

It also found that a third of campaigns (34%) don’t resonate with their target audience or generate new leads (35%). 

The report—which PMI is using to demonstrate what it believes is the critical role played by project managers in ad and marketing campaigns--is based on a survey of 130 U.S. marketing and advertising agency professionals that was conducted online by PSB Insights in late April and early May. 

PMI will be at the Cannes Lions Festival this week (it has a “cabana” at the Palais des Festivals) to talk up the important roles project managers play in the industry.  

“Today’s CMOs are juggling more platforms, priorities, and pressure than ever before—and it’s easy for even the strongest campaigns to lose focus and veer off-track,” said Menaka Gopinath, Chief Marketing Officer at PMI. “Effective project management provides the structure and clarity creative teams need to drive momentum, work collaboratively, and deliver results that align with business goals.” 

The report also found that 98% say they’re growing their project management capabilities—32% are training current staff, and 28% are hiring.  

Nearly half (48%) of creative leaders say project managers are the “unsung heroes" of campaigns – delivering value from steering complex activations, to aligning teams and keeping everything on track.  

90% of those polled agreed that, “Great creative campaigns do not happen without great project management.”   

Creative leaders also say project management professionals: