Model závislosti firemní vize a procesního nastavení v komunikačních agenturách

Master's Thesis focuses on the dependence of the company's vision on the process settings in the advertising agencies in the Czech market. It identifies and then analyzes pain areas within the compliance of the vision and internal operation and it aims to find common characteristics for both. Recommended solutions are presented based on those findings, the author's experience, and academic literature. All the insights are used as building blocks for the Vision and the Internal Operation Model, which is the main goal of this work. The thesis is divided into four main parts. The first part defines the main operating areas of the advertising agencies. It zooms into their line of work, structure and determines key processes. It also specifies types of management and Operations within the agency. The second section focuses on the content and helps us understand how communication companies work with vision in their external communication in the Czech Republic. In the third part are the qualitative interviews conducted, which brings details of the 5 Czech communication agencies and their operation with vision and the internal operations and functions. In the final part, the Vision and the Internal Operation Model are introduced. The model comes from the common elements of the company’s visions and identifies problem areas. Based on these conclusions was the model built. To use this model in practice, a set of instructions is provided. To end the thesis, all the interview answers are summarized.