Creative Campaigns Under Pressure: 97% of Agencies Report Major Hurdles

A new survey from the Project Management Institute (PMI) reveals that 97% of creative agencies encountered major challenges in executing campaigns over the past year, amid mounting pressure to deliver fresh, engaging content in an oversaturated market.

The online survey, conducted by PSB Insights between April 28 and May 6, 2025, gathered insights from professionals working in advertising, marketing, PR, and in-house creative departments across the United States. It was commissioned by PMI to assess the current state of creative campaign execution.

In a statement released at the 2025 Cannes Lions International Festival of Creativity, PMI noted that 97% of respondents experienced at least one significant campaign challenge in the past year. These included exceeding budgets (55%), missing deadlines (54%), and facing creative constraints (47%).

The findings also revealed that a third of campaigns (34%) fail to resonate with their intended audiences, while 35% do not generate new leads.

“In a tough marketing climate, with rising demands, tighter budgets, and shorter timelines, the execution side of creativity has never been more critical,” said Menaka Gopinath, Chief Marketing Officer at PMI. “The survey reveals that 9 in 10 (90%) creative professionals agree: ‘Great creative campaigns do not happen without great project management.’”

According to respondents, project management professionals enable organizational leaders to focus on growth (52%), ensure campaigns support long-term brand value (52%), align disparate campaign elements (50%), manage increasing complexity (45%), and support campaign longevity (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,” Gopinath added. “Effective project management provides the structure and clarity creative teams need to drive momentum, work collaboratively, and deliver results that align with business goals. By bringing order to complexity, project management empowers marketing leaders to stay focused on strategy and turn complexity into opportunity.”

Pierre Le Manh, President and CEO of PMI, emphasized the role of marketing in today’s business landscape: “Marketing matters more than ever, but it also has to perform, in spite of its increasing complexity.

“Every dollar must drive measurable impact, and every great idea must scale. That’s where project professionals become a force multiplier. They don’t constrain creativity, they operationalize it. They fight waste, manage complex assets, teams, cultures, and tech stacks—and turn ideas into results. Ultimately, they drive more execution efficiency and speed, which translates into more profit for both agencies and clients.”

The study also underscores a shift in how project managers are viewed. While traditionally seen as schedulers, they are now regarded as strategic leaders and team motivators. While 60% of agencies rely on them to keep projects on track, 52% highlight their ability to energize creative teams as their most significant contribution.

As creative demands grow more complex, expectations for project managers are evolving. Today’s in-house and agency teams prioritize strategic skills such as innovative thinking (67%), growth strategy (60%), and adaptability (57%) over traditional tasks like budget and resource management (49%).

“This is why, despite the rise of AI and automation, agencies are doubling down on people,” Le Manh said. “Nearly all (98%) say they’re growing their project management capabilities—primarily through talent, not tools. 32% are training current staff, and 28% are hiring—reinforcing the belief that successful campaigns begin with skilled, empowered professionals.”

Despite their growing importance, project managers often operate behind the scenes. Nearly half (48%) of creative leaders describe them as “unsung heroes,” ensuring campaigns stay aligned, coordinated, and on track.

The survey also revealed a performance edge among teams led by certified project managers. These teams consistently outperform non-certified counterparts, delivering stronger campaign outcomes and better audience alignment.