Organizational Design of Creative Agencies: Methodological Framework for Formation and Criteria for Performance Evaluation

Abstract

The relevance of the study is determined by the growing role of creative industries as a key driver of the modern economy and the need to develop adequate organizational models for their effective growth. Despite significant attention to this topic in the global literature, the Ukrainian academic discourse still lacks systematic methodological approaches to shaping the organizational design of creative agencies and criteria for evaluating their effectiveness. The problem is further complicated by rapid environmental changes, digitalization, and the introduction of artificial intelligence, all of which fundamentally reshape the requirements for organizational structures.

The purpose of the study is to identify the features of organizational design of creative agencies, determine the factors influencing the choice of their architecture, and substantiate methodological approaches and criteria for assessing effectiveness. The information base includes works of foreign and Ukrainian scholars, publications in professional journals, international and national rankings of creative agencies, and practical cases from large network companies and small boutique agencies.

The article reveals the evolution of scientific views on organizational design: from classical models of organic structures and adhocracy to modern approaches based on strategic flexibility, simplicity, digital readiness, and AI integration. Differences in organizational architectures depending on the scale of agencies are shown: large companies tend to use complex matrix structures, while smaller ones rely on more flexible and informal models. A system of performance evaluation criteria is proposed, covering both financial indicators (profitability, return on investment, speed-to-market) and non-financial ones (creativity level, client satisfaction, creative awards, staff turnover, and employee engagement).

The scientific novelty of the study lies in the development of a methodological framework for the organizational design of creative agencies, integrating flexible management models (adhocracy, agile, matrix structures), digital tools, strategic flexibility, and cultural relevance. The theoretical significance of the research lies in advancing organizational design methodology in creative industries. The practical significance lies in the applicability of the proposed provisions as a management tool for creative agency leaders, as a methodological basis for consultants and educational programs, and as a guideline for shaping state policies aimed at supporting the creative economy.