Improving the creative performance of An advertising agency
Problem
Lápiz, an advertising agency, wanted to improve the quality of its creative product but did not have a clear strategy to pursue. We needed to convince senior management that some of the proposed solutions would have a clear impact on the quality of the creative work.
Systems Thinking and Scenario Simulation
We developed a computer model of the system that affects the quality of the creative work and tested different solutions that had been proposed over the years but did not get implemented for lack of support and evidence that they would work.
Results
The analysis helped the Planning Department discuss with senior management the best approach and set of initiatives that should be pursued to improve the overall quality of the creative work. The same analysis was used for specific accounts to identify areas of opportunity to increase the quality of their work.
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