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The Art of Agile MarketingUsername: Loft Password: ivyclub4@BIMA #BIMAagile
Jim Bowes| Manifesto | @jimbowesGuillaume Buat-Menardf | Aqueduct | @ThegJoanne Ralfe, Director | Espoleta | @joralfeLeanne Page | MSLGROUP | @inspiredagile
BIMA Breakfast – The Art of Agile Marketing
JIM BOWES@jimbowes | @manifestovstech
Post War Japan
Lean manufacturing
So what is Agile?
Agile Manifesto
Computer industry
Agile Marketing Manifesto
1/2
Agile Marketing Manifesto
2/2
Marketing industry
Is there a decision to make?
Questions?
@jimbowes@manifestovstech
Agile MarketingGuillaume Buat-Ménard
CTO
Aqueduct.co.uk
@theg
agile/ˈadʒʌɪl/adjective
able to move quickly and easily
The way most organisations are set-up doesn’t lend itself to being agile
There is rarely trust between agencies and brands
Commercial relationships are based on time and scope rather than results
Marketing goals are not always clearly defined, agencies tend to be given outputs not outcomes
Too often agile methodologies are used in times of need rather than as an informed choice
Agile Marketing is not for everyone and not for every project
Everybody likes a good checklist so here is mine
Checklist 1/2
- Do you have a clear marketing goal? i.e. an outcome not an output
- Do you have a clear owner of the project and budget who can make decisions on the spot?
- Is your agency set-up for Agile Marketing- Can you and your agency enter a relationship of
trust?
Checklist 2/2
- Are you comfortable with defining high level specs and vary depth of implementation as the project evolves?
- Are you ready to fail a little if the rewards are greater?
- You will need some training even if you know about agile
Thank YouGuillaume Buat-Ménard
CTO
Aqueduct.co.uk
@theg
Joanne Ralfe Espoleta
Productions
Making Mad Men more Agile
It's all about the cultural change
TRaditional Agency vs Startups
Start Ups
Flat structure
Co-Location
Vision and purpose
Little or no defined
process
Traditional Agencies
Hierarchy
Spatial Divide
Fragmented leadership
Process heavy
So how do you start? Implementing Agile is a journey that everyone in your company needs to go on
Cultural change needs buy in from all levels
Start small and gain momentum
Examples of where we started:
Setting expectations of working hours
Moving away from working in Silos
Team Time
Agile is a cultural
investment as well as a process.
NEGOTIATE THE LEARNING CURVE
FIND THE BALANCE BETWEEN DATA AND CREATIVE IDEALS
CREATE A FRAMEWORK AND SET THE RYTHMN
COLLABORATION FRAMEWORK
EDUCATE & RESTORE BENEFITS 5USTAINPLAN & DESIGN
TRANSITION a SUPPORT
NEW WORKFLOW/ROLLOUT
CONTACT
Leanne Page
Senior Digital Project Manager and SpeakerDigital Ambassador- MSL Group
Leanne.page@mslgroup.com
@Inspiredagile
The Art of Agile MarketingUsername: Loft Password: ivyclub4@BIMA #BIMAagile
Jim Bowes| Manifesto | @jimbowesGuillaume Buat-Menardf | Aqueduct | @ThegJoanne Ralfe, Director | Espoleta | @joralfeLeanne Page | MSLGROUP | @inspiredagile
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