Research of Approaches to Optimizing Business Processes to Ensure Innovative Development of a Communication Agency

Creative industries today are a dynamically developing sector of the economy, which has a positive impact on increasing awareness and strengthening the image of local brands, objects, and subsequently cultural heritage. They include 13 sectors, including "advertising". It can be defined as the generation of content that meets the goals of the X object, as well as the distribution of previously created creativity in order to convey the intended meanings to the audience. The provision of such services is included in the range of functions of advertising agencies. However, their landscape is heterogeneous, and communication agencies or "full-service agencies" have the greatest potential. They are also characterized by the presence of more developed business models that allow them, on the one hand, to scale and influence the market environment, and, on the other hand, to have the resources to develop innovative potential. The purpose of this study was to develop a comprehensive guide on analytics and the use of approaches to optimize business processes in communication agencies that have a further impact on innovative development. This was due to the fact that despite the growth and importance of the industry and the prospects of the organizations, the current methods of process reorganization are not adapted to the specifics of companies, as a result, they do not have a positive impact on the promotion and expansion of its innovative potential. Thus, the author has studied and systematized current approaches to optimizing business processes, and identified the most relevant tools. This made it possible to draw up a step-by-step plan for the analysis and optimization of business processes in companies, which was further tested at one of the leading communication agencies in Russia. In addition, the author has compiled a number of recommendations for the use of this manual.