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Not Just Widgets Anymore

Summary: Just as in manufacturing, the advertising process experiences added value as each work piece moves from one work station to the next in a logical sequence. Value is added as people work on ideas, generate more ideas, and improve on them. However, it is difficult to convince ad executives that the benefits of Six Sigma can be leveraged to map creativity. A case study shows how an ad agency used Six Sigma to improve meetings. An effective meeting process was developed through the define, measure, analyze, improve and control (DMAIC) cycle. All personnel are now trained on the meeting process and how to use the tools and score the performance of each meeting. Results include greater client satisfaction, reduced operating costs, and improved agency-client relationships.

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  • Topics: Process Management
  • Keywords: Meetings, Service sector, Advertising, Value-added, Process improvement, Six Sigma, DMAIC, Case study
  • Author: Nneji, Ben
  • Journal: Six Sigma Forum Magazine