A new industry survey released by the Project Management Institute (PMI) has revealed that an overwhelming 97 per cent of creative agencies are contending with major challenges in delivering impactful marketing campaigns, amid intensifying pressure to cut through market noise and sustain consumer attention.
The findings, drawn from a poll conducted by PSB Insights on behalf of PMI between April 28 and May 6, 2025, covered 130 U.S.-based professionals across advertising, marketing, public relations, and in-house creative departments.
PMI unveiled the report during the ongoing Cannes Lions International Festival of Creativity, noting that tighter budgets, accelerated timelines, and soaring expectations are increasingly testing agencies. According to the survey, the top three hurdles facing campaign teams include budget overruns (55%), missed deadlines (54%), and creative restrictions (47%).
Speaking on the report, PMI Chief Marketing Officer, Menaka Gopinath, said, “In a tough marketing climate, the execution side of creativity has never been more critical,” she said. “Ninety percent of creative professionals agree that great campaigns don’t happen without great project management.”
The survey also sheds light on how creative leaders are increasingly relying on project management professionals to navigate the complexity of modern campaigns. Respondents highlighted key advantages, including driving long-term brand value (52%), orchestrating collaboration across campaign components (50%), managing complexity (45%), and ensuring longevity of campaigns (45%).
“Project managers bring order to chaos. They keep teams aligned, timelines intact, and momentum flowing—ensuring that strong ideas mature into powerful brand activations,” Gopinath explained. “In an era where chief marketing officers are juggling more platforms and priorities than ever, effective project management is a game-changer.”
Reinforcing this position, PMI President and CEO, Pierre Le Manh, noted that marketing must not only be creative but must also deliver measurable impact in a rapidly evolving environment.
“Marketing today must perform under pressure. Every idea must scale, every dollar must count. Project professionals serve as force multipliers—they operationalise creativity, reduce waste, and ensure faster, more efficient delivery,” Le Manh stated.
Interestingly, the perception of project managers within the creative industry is shifting. Once confined to background roles, they are now recognised as pivotal team drivers and strategic contributors. While 60 percent of agencies depend on them to keep projects on track, over half (52%) believe their most significant value lies in energising and motivating creative teams.
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