Promotion of Strategy Consulting Agencies on Russian Market on Example of Human Code

The consulting services market is undergoing significant changes and is in the process of formation. The departure of key players from the market creates potential for the development of Russian players. To stand out in a competitive environment and occupy a niche in the strategic consulting market, companies need to establish communication with their target audience and pay attention to promoting their services. The purpose of the Master's project was to develop a communication strategy for the strategic consulting agency Human Code. During the research, the author reviewed literature on the promotion of consulting companies and the establishment of trust in the process of communication. The author conducted interviews with the audience and with experts. The data obtained allowed the author to form a vision of the market's development perspectives and ways to differentiate. The results of the empirical research formed the basis of the communication strategy, which includes an analysis of the target audience (needs, barriers, communication channels), big idea, and communication messages, as well as the timeline of communication. The author also developed a mood board for the creative concept.