Agile for agencies

What is your brand of Agile?

Laurence bascle: laurence@kaizenterprise.co.uk

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

{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)'))      

{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)'))      

{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)'))      

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)

laurence@kaizenterprise.co.uk

Thank you