Being Agile

Leo Rayman

PrecisThe days of launch and leave marketing are coming to an end.

As the world around us accelerates brands must become more agile. They need to be able to move at the speed of culture not just the speed of production.

Where once we had big-budget, set-piece campaigns we now need to think more like a newsroom; creating and curatingcontent that allows the brand to be always-on.

Managing and measuring this new approach to participation requires a rethink about the way we run our marketing practices.

Both clients and agencies must evolve to take advantage of the new realities.

TIMELAPSE VIDEO – NO AUDIO

DINOSAUR VIDEO – NO AUDIO

1. People

Hello?

2. Speed

“The life expectancy of exclusive

information can now be measured

in minutes, if not in seconds.”

Alan Rusbridger

2011 Japan earthquake

<1 minute

1891 Nobi earthquake1805 Battle of Trafalgar

Time taken to reach London

17 days 1 day

4.3 kph 394 kph 326,000 kph

In less than 50 years, speed has increased more

than in the entire previous 8,000

6000 BC

1785 1825 1909 19692000s

8 mph 10 mph 13 mph 45 mph 1330 mph 2300 mph

Innovation has been getting faster during the

last 50 years (USPTO)

Being Agile

Fail to plan

Plan to fail

No more “Launch &

Leave”

Always-on

Real

Collaborative

It is not the strongest

species that

survive, nor the most

intelligent, but the ones

most responsive to

change.

Being Agile

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

http://agilemanifesto.org/

AGILE MANIFESTO

The Peoples Reviewer

The Peoples Reviewer

Last Tango in Compton

Last Tango in Compton

Remixes?

Remixes?

Remixes?

Managing in an Agile world

An “Agile” culture?

“…an open, collaborative, curated

process is the best technique to swim

with the flood and influence its path.”

Crowdsourcing

campaigns

Creative

marketplaces

General

marketplaces

Crowdsourcing

projects

2005 2006 2010200920082007

Culture Change

6

6

Being Agile

Always-on

Responsive

Collaborative

Real

Imperfect…

Thank you

Leo Rayman, DDB/Tribal DDB, London

Twitter: @leorayman

Presentation “DDB Being Agile” on