Aquent Consulting, White Paper (continued)   back to articles

They staff and manage their people without benefit of workforce utilization analyses or skills/tasks assessments. They execute their tasks using inefficient intake, traffic, and approval processes that stymie productivity and damage relations with internal clients. And, despite the availability of cutting-edge technologies for improving collaboration and communication, most CS departments rely on manual processes or early-stage technologies like email to manage their projects.

Clearly, Six Sigma-type thinking, which focuses on data-driven analyses to improve business processes and performance, has not gained a foothold in CS organizations. Perhaps still hewing to the belief that the “creative process” cannot be measured or controlled, companies that rigorously measure every other department’s quality and efficiency allow CS departments to operate without benefit of metrics, benchmarks, or process review. This despite the fact that many Creative Services functions, such as direct mail, presentations, and templated collateral, are repeatable, measurable, and primed for process improvement.

Aquent rejects the premise that words like productivity and metrics are antithetical to the creative process. In fact, in today’s global, multi-channel, multi-market environment, we believe CS organizations should consider an entirely new methodology to successfully execute their clients’ marketing strategies.

Aquent Solutions has developed such a methodology—the first that applies process efficiencies to the Creative Services arena, Drawing on our nearly 20 years of leadership in the field, we have built a comprehensive, metrics-based system that helps CS organizations:

Aquent has applied its methodology across a range of market segments, including pharmaceuticals, financial services, professional services, and retail. The ultimate objective is for clients to optimize the use of people, processes, and technology to maximize operational performance to meet internal customers’ business goals.