Owner/Founder at Alchemy Insights
Website Address: www.alchemyinsights.com
About Alchemy Insights:
How do you define success?
Work that works.
What makes your company unique?
I employ an ingenious methodology based on Nobel Prize-winning thinking that gets everyone on the same page on how to move forward in a fraction of the time of conventional methods.
Who in the industry inspires you and why?
Abby Konstamm. Look at many of the great CMO’s and you’ll notice half of them worked for Abby. She knew how to get great value out of an ad agency.
How does Alchemy Insights use Six Sigma?
Imagine applying Six Sigma to human collaborations. So Six Sigma is easy when it comes to processing manufacturing, those sorts of environments. But when it comes to human collaborations where people don’t necessarily say what they mean or do what they say, there’s a lot of spoken and unspoken dialogues that happen particularly in agencies. So how many times have you been sitting in the room and you see all of the heads nodding in agreement around the table only to find that everybody sort of goes up and does their own thing once the meeting is finished? And how many times have agencies sat across the lunch table from their clients and asked how things are going and the clients have said, “Yep, everything’s fine, everything’s just dandy. You can make some improvements here and there but everything’s just great,” and next thing you know they put the business up for the pitch and you’ve lost a client? So the interesting aspect of my business is applying that Six Sigma thinking to the dynamics of human endeavors, especially the creative business.
How does an ad agency or creative organization even know they need help?
A bit of honest self-reflection. Most agencies are pretty confident that they are the best in the business at what they do, and most agencies think that they have a pretty good grasp on their client relationships. However, the Wall Street Journal did a survey not so long ago and uncovered that over 50 percent of brands are looking to change the rating season in the next 12 months. So you have that disparity between where the agencies feel that they are and where the clients are saying that they are. So that’s on a macro level. If the agency also looks at things like rework, rework in my mind is really the tip of the iceberg as far as where the efficiencies or inefficiencies are in the system. So lots of rework leads to frustrations leads to loss of revenue. So you’ve got all these disparities that are happening and you apply some honest self-reflection. You can realize that there are changes to be made there, and then on top of that, there are some discipline ways of actually being able to measure and identify or identify and then to measure where those disparities are happening and the extent of those disparities and the dollar value of those disparities and then what you can actually do about them.
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