This article explores IT Governance in the context of advertising agencies, whose main objective is to propose an IT Master Plan for a company in this field, using the case study method. The techniques of documentary research, participant research and interviews were used as sources of evidence that supported the preparation of the first IT Plan of this company. The main results of the research showed that the IT department has to align its initiatives for the evolution of the business in order to meet the strategic objectives of the company.
