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50 Innovative Companies to Watch 2022

Facilitating change: Nitrous Effect, a top-rated solutions agency collective, helps executive teams accelerate their teams, products and growth

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“We regularly assign R&D projects to teams and individuals, participate in global trend-outlook, and constantly work with our clients to work on innovation and discovery.”

The idea for Nitrous Effect came out of the Great Recession of 2008-09. At the time, Creative Producers Group, now known as CPG Agency, had been in business for over 20 years as a leading producer of large-scale meeting and events around the world. The recession quickly caused the cancellation of many meetings and CPG owners Keith Alper and Steve Friedman realized they needed to diversify their offering. 

They also realized that it did not make sense for CPG to attempt to be all-things to all clients. For example, clients had asked CPG to do branding work over the years, but instead of trying to turn CPG into a branding agency, they started one. That’s how Nitrous Effect was born. 

Today, Nitrous Effect is an independent agency collective of senior specialists and experts in their disciplines that solve complex brand challenges better, faster and with the best ROI. 

The agency brings together the best of minds from across disciplines to invent powerful, integrated solutions for some of the world's leading brands. It drives change and helps executive teams align their organizations to maximize results. And it reduces unnecessary costs, time, and complications of managing multiple agency relationships.

The Silicon Review reached out to the founder and Chief Executive Officer of Nitrous Effect, Keith Alper, and here’s what he had to say.

Interview Highlights

Q. What methodology does Nitrous Effect implement to exceed customer expectations?

We take a strategic approach to every project at Nitrous Effect. Our process is rooted in deep discovery to ensure we understand the current situation, desired outcomes, and any possible obstacles to overcome. Once the KPIs for success are determined, we develop a strategy and the appropriate tactics to deliver results.

Ultimately, our performance is judged by our clients and the KPIs and measurements for each project are always developed in collaboration with them. Our experience with best practices across our many disciplines helps us deliver programs that achieve results. These results can be specifically shown through post-work “game films” that measure changes in sentiment, adoption, engagement, etc. as well as specific outcomes like increased online metrics, sales/revenue, impressions/conversions achieved, donations raised, higher certification test scores, and many others.

Continuous improvement is another key aspect of exceeding customer expectations. Our teams schedule debriefs with clients after every project to review the performance in detail. This allows our team to continually improve and learn from both our successes and mistakes to better deliver world-class services that meet and exceed our clients’ expectations.

Q. What strategies are in place to encourage innovation in your company?

First and foremost, we stay curious. We are forever driven by our curiosity, our inventiveness, and our unwavering quest for excellence in everything we do.

Nitrous Effect and all the agencies associated with it encourage innovation from every individual and at all levels. We are intentional about inviting various team members to brainstorming sessions and encouraging everyone to contribute ideas. We regularly assign R&D projects to teams and individuals, participate in global trend-watching, and constantly work with our clients to work on innovation and discovery. In addition to our teams, we partner with the leading minds and innovators through our “Thought Leader Alliance,” who are innovators and experts with deep experience in a broad range of businesses.

Q. How skilled is the Nitrous Effect team of experts and how do they bring value to the company?

Nitrous Effect as a collection of agencies and teams exists with the sole purpose of streamlining the client experience by offering expertise across many disciplines. Having specialists in many categories allows us to bring together the right team with the right skills and experience to create powerful solutions to business problems.

We recognize that, at the end of the day, our people make Nitrous Effect happen. Their commitment to excellent work and outstanding client service, plus their deep knowledge and experience provides our significant value. Our teams represent both a diversity of backgrounds as well as various disciplines including strategy, creative, technology, communications and experience design.   

Q. How do you see Nitrous Effect changing in five years, and how do you see yourself creating that change?

The world continues to change at an ever-accelerating pace, and we expect Nitrous Effect to not only keep pace but stay ahead of the curve. Because our purpose and mission are clear, we expect to change though evolution not revolution; to continue our path of innovation, growth, and professional development. That is the best way we can continue to serve our clients and help them make an even bigger impact on our world: collaborating to solve problems, improve the employee experience and the communities in which we live and work.  

We also understand that we are in a world that is now ‘Phygital’. From now on, we will work, buy, play and connect both physically and digitally. 

Q. What is your final message to The Silicon Review readers; your current and future clients and partners?

Our world today is incredibly complex and there are issues everywhere. But our increased awareness and global connectedness also provides us incredible opportunities. Nitrous Effect collective is committed to utilizing its talent pool to partner with clients to make a real difference in the most effective way.

Our team, partners, and I have worked tirelessly over 37 years to be nimble, creative, innovative, service-oriented, and still be independent. Our clients are our bosses, not a holding company or other entities.  We believe this is the reason why Top Fortune 500s, entrepreneurs and world-class non-profits continue to partner with Nitrous Effect.

Keith Alper | Founder & CEO

With more than 35 years of experience, Keith Alper is a marketer, producer, entrepreneur and champion for free enterprise, innovation, and entrepreneurial leadership. Keith was an early founder and leader of EO, a member-leader of YPO and CEO, business organizations.

According to Alper, his mission is to help other businesses and organizations to grow and succeed in ways that ultimately help everyone. This message is amplified in his bestselling book From Like to Love. He founded many companies, including Nitrous Effect and its agencies: CPG, Evntiv, Geniecast, UPBrand, Bloom, Vidzu, Nitrous Labs and Gravity Venture Studio.

As an expert in events, entertainment, digital business and marketing, Alper has deep roots and experience in marketing, event production, digital and everything Video. He has Executive produced special events, meetings, videos/films, broadcasts, and major entertainment projects around the world.

Alper has been featured in The Wall Street Journal, The New York Times, Fortune, and Inc. Magazine. He has received over 200 industry awards, including the Inc. 500, Event Marketer’s IT List and the Top 100 Multimedia Producers Award. Alper is a speaker and innovator and regularly speaks to groups, conferences and companies.

“In addition to our teams, we partner with the leading minds and innovators through our “Thought Leader Alliance,” who are innovators and experts with deep experience in a broad range of businesses.”

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