Marketing Communications and Art Direction in the Media Industry: Historical Evolution, Modern Management and Organization of Advertising and Public Relations Activities

Abstract

The article examines the transformation of marketing communications and art direction in the contemporary media industry under the influence of digitalization. Particular attention is paid to the historical evolution of advertising and public relations, the transformation of creative management, and the growing role of social media, data analytics and artificial intelligence. The purpose of the study is to identify the main changes in the organization of advertising and PR activities and to substantiate the strategic role of art direction within integrated marketing communications. The research applies historical, systematic, comparative, structural-functional and modeling methods. The study develops a conceptual model that integrates strategic planning, audience analysis, communication architecture, creative concept, art direction, media and PR activation, measurement and strategic adjustment. The proposed approach considers art direction as a managerial function connecting communication strategy, creative execution, brand identity and audience experience. The practical significance of the results lies in their application to the management of contemporary advertising, PR and creative teams.