agile for agencies
DESCRIPTION
Exploring the different implementations of Agile in the agency setup, and the specific challenges that each type will face.TRANSCRIPT
What is your brand of Agile?
Laurence bascle: [email protected]
Assumption #1: Digital Agency presentations love
BIG IMAGES
Sometimes pointless (?)
But big images
And
BIG Funky fonts
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doesn’t mean it has to be ugly
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{kEI:'WVsXVMrQG6bmyQPm5YGgBg',kEXPI:’',ei:'WVsXVMrQG6bmyQPm5YGgBg'},authuser:0,j:{en:1,bv:21,pm:'p',u:'c9c918f0',qbp:0}};google.kHL='en-‐GB';})();(funcWon(){window.google.kSID='WVsXVMrQG6bmyQPm5YGgBg';})();(funcWon(){google.lc=[];google.li=0;google.getEI=funcWon(a){for(var b;a&&(!a.getAbribute||!(b=a.getAbribute("eid")));)a=a.parentNode;return b||google.kEI};google.hbps=funcWon(){return"hbps:"==window.locaWon.protocol};google.ml=funcWon(){};google.Wme=funcWon(){return(new Date).getTime()};google.log=funcWon(a,b,d,h,k){var c=new Image,f=google.lc,e=google.li,g="",l=google.ls||"";c.onerror=c.onload=c.onabort=funcWon(){delete f[e]};f[e]=c;d||-‐1!=b.search("&ei=")||(g="&ei="+google.getEI(h));a=d||"/"+(k||"gen_204")+"?atyp=i&ct="+a+"&cad="+b+g+l+"&zx="+google.Wme();/^hbp:/i.test(a)&&google.hbps()?(google.ml(Error("a"),!1,{src:a,glmm:1}),delete f[e]):(c.src=a,google.li=e+1)};google.y={};google.x=funcWon(a,b){google.y[a.id]=[a,b];return!1};google.load=funcWon(a,b,d){google.x({id:a+m++},funcWon(){google.load(a,b,d)})};var m=0;})(); google.j.b=(!!locaWon.hash&&!!locaWon.hash.match('[#&]((q|fp)=|tbs=rimg|tbs=simg|tbs=sbi)'))
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Assumption #3: we are not going to talk about Agile marketing (?)
(ok then) How did they do it? “We had a mission control set up at our office with the brand and 360i. […] Because the brand team was there, it was easy to get approvals and get it up in minutes.”
Easy to get approvals??
collaboration Customer-focus
innovation
Are agile values
Assumptions #4: “All models are wrong, but some are useful.” (George box)
Given there are three brands
Of agile
But I am an agile practioner
Who liaises with the CMO (clientside)
Salad days
i work for a traditional/direct marketing agency, mainstream creative or media agency
In the digital department
i talk to The account manager
Given I am a TPM
i deliver digital products
Given I am a scrum master
i talk to the product owner (?)
who talks to the senior CRM
Hot potato
i be agile
Who liaises with the digital marketing team? (clientside)
i work for a digital/interactive agency
In the coe!
i (try to) stage experiences
I talk to the product owner
And to the marketing technology team!
(clientside)
Cool cucumber
You radiate agile
i work for specialist or full service (integrated) agency
Or more likely for a tech consultancy
Given I am a certified practioner/coach
i guide
transformations
When i want to keep up with the market (1)
“Clients are finding it more credible to reach into marketing from technology rather than the other
way around (brian whipple, ceo accenture)
When i want to keep up with the market (2)
35% of enterprise it expenditures
outside of the it department budget (gartner 2011)
"We compete with Campbell-Ewald on one end and IBM Interactive on the other,” (Barry Fiske, creative director at SapientNitro)
Then I Create a sense of urgency (kotter)
I Have a Desire to adopt agile as a way to address current problems (cohn)
I have the Ability to succeed with agile
Leadership goes first!
(hot potato dilemma)
I Have the knowledge
Institutional
blockers
When I don’t want to be a hot potato anymore
Accidental change agent
I Quit
Then I can decide to Do nothing
I become an official change agent
"In a complicated domain, there are several different ways of doing things, all of which are legitimate if you have the right expertise. And trying to force people to adopt one of them is actually quite dangerous"
Then I assess the context for change
Then I identify the requirements for change
(Knoster, T., Villa, R., & Thousand, J. (2000)
Then I drive Fearless change
“Nature never appeals to intelligence until habit and instinct are useless. there is no intelligence where there is no need for change”. (HG WELLS)
Thank you