Nairobi — A staggering 97 percent of creative agencies encountered significant challenges in their marketing campaigns over the past year, according to new research by the Project Management Institute (PMI).
The study sheds light on the rising complexity in campaign execution and the growing role of project professionals in unlocking creative success and business value.
Among the key hurdles reported were budget overruns (55%), missed deadlines (54%), and limited creative freedom (47%).
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Additionally, over one-third of campaigns (34%) failed to resonate with their target audiences, while 35 percent struggled to generate new leads.
In a highly saturated and fast-paced marketing environment, PMI's findings reveal that execution--not just inspiration--has become critical to the success of creative campaigns.
A resounding 90 percent of professionals surveyed agreed that strong project management is essential to delivering standout marketing outcomes.
Creative leaders emphasized that project professionals play a vital role in aligning campaign efforts with strategic goals.
According to the report, project managers help organizations stay focused on growth (52%), maintain long-term brand consistency (52%), synchronize cross-functional teams (50%), and manage increasingly complex deliverables (45%).
"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 aligned with business goals."
The report also found that the role of the project manager is evolving. No longer seen as behind-the-scenes coordinators, project professionals are increasingly regarded as team motivators and strategic drivers.
While 60 percent of agencies rely on them to keep timelines intact, 52 percent believe their greatest value lies in energizing creative teams.
In today's landscape, project managers are valued for their adaptability (57%), strategic growth mindset (60%), and innovative thinking (67%)--skills that now outweigh traditional metrics like budget control (49%).
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Amid rapid digital transformation and the rise of AI, most agencies are choosing to invest in talent over tools.
Nearly all respondents (98%) reported strengthening their project management capabilities, with 32 percent focused on upskilling existing staff and 28 percent hiring new talent.
Yet, their work often flies under the radar. Almost half (48%) of respondents acknowledged that project managers remain the "unsung heroes" of campaign success--quietly aligning teams, navigating complexity, and ensuring flawless execution.
The research also highlights the measurable impact of professional training. Teams led by certified project managers consistently outperform others, delivering more audience-aligned and impactful campaigns.
"Marketing matters more than ever, but it also has to perform in spite of increasing complexity," said Pierre Le Manh, President and CEO of PMI.
"Every dollar must drive measurable impact. That's where project professionals become a force multiplier. They don't constrain creativity--they operationalise it. They align talent, resources, and strategy to turn ideas into results."
