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Presentation given at IMH 9th Communication Conference, 27th May 2011, Hilton Park Hotel, Nicosia, CyprusThe 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. Managing and measuring this new approach to participation requires a rethink about the way we run our marketing practices.
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Being Agile
James Hayhurst
1. People
Hello?
2. Speed
Innovation has been getting faster during the last 50 years (USPTO)
“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
Being Agile
Fail to planPlan 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.
The Peoples Reviewer
Last Tango in Compton
Listen
Be Responsive
Behind The Scenes
Remixes
Remixes
Managing Agility
Being AgileAlways-on
Responsive
Collaborative
Real
Im…
Thank you
Presentation “Social DDB Being Agile” on
James Hayhurst, DDB UK, London
Twitter: @hayho
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