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