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Agile	
  Marke+ng	
  
	
  
	
  
	
  
	
  
(Well	
  kind	
  of.)	
  
Before	
  We	
  Start…	
  
1.  agile	
  	
  
(verb)	
  To	
  work	
  on	
  something	
  when	
  you	
  don't	
  understand	
  the	
  problem	
  space,	
  the	
  market,	
  the	
  actual	
  goal	
  of	
  the	
  
product	
  or	
  really	
  any	
  engineering	
  at	
  all.	
  
Engineer	
  1:	
  They	
  want	
  me	
  to	
  build	
  an	
  inverse	
  flux	
  capcitor	
  for	
  our	
  new	
  marke+ng	
  theme.	
  	
  
Engineer	
  2:	
  Man	
  that	
  sucks,	
  what	
  are	
  you	
  doing	
  to	
  do?	
  Don't	
  they	
  know	
  the	
  IFC	
  is	
  a	
  joke?	
  	
  
Engineer	
  1:	
  Well	
  I	
  guess	
  I'll	
  just	
  have	
  to	
  scrum	
  and	
  agile	
  one	
  up	
  
	
  
2.  Agile	
  	
  
Agile	
  is	
  a	
  generalized	
  term	
  for	
  a	
  group	
  of	
  an+-­‐social	
  behaviors	
  used	
  by	
  office	
  workers	
  to	
  avoid	
  doing	
  any	
  work	
  while	
  
simultaneously	
  giving	
  the	
  appearance	
  of	
  being	
  insanely	
  busy.	
  Agile	
  methods	
  include	
  visual	
  distrac+on,	
  
subterfuge,	
  camouflage,	
  psycho-­‐babble,	
  buzzwords,	
  decep+on,	
  disinforma+on,	
  and	
  ritual	
  humilia+on.	
  It	
  has	
  
nothing	
  to	
  do	
  with	
  the	
  art	
  and	
  prac+ce	
  of	
  soTware	
  engineering.	
  
That	
  crap	
  was	
  built	
  using	
  Agile.	
  
	
  
What	
  we	
  learnt	
  as	
  a	
  client	
  
0	
  
100	
  
200	
  
300	
  
400	
  
500	
  
600	
  
0	
  
20	
  
40	
  
60	
  
80	
  
100	
  
120	
  
140	
  
160	
  
1900	
  
1906	
  
1912	
  
1918	
  
1924	
  
1930	
  
1936	
  
1942	
  
1948	
  
1954	
  
2000	
  
2006	
  
2012	
  
2018	
  
2024	
  
2030	
  
2036	
  
2042	
  
2048	
  
2054	
  
2100	
  
2106	
  
2112	
  
2118	
  
2124	
  
2130	
  
2136	
  
2142	
  
2148	
  
2154	
  
2200	
  
2206	
  
2212	
  
2218	
  
2224	
  
2230	
  
Reach	
  (000's)	
  
Downloads	
  Per	
  Minute	
  
Time	
  
Audience	
  (000's)	
  
Downloads	
  
TVC	
  
Billboard	
  
What we achieved
70,000 downloads
1,000,000 games
Average engagement:
7 minutes per week
Clemenger bbdo carltondraft_agile_marketing
Clemenger bbdo carltondraft_agile_marketing
Clemenger bbdo carltondraft_agile_marketing

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Clemenger bbdo carltondraft_agile_marketing

  • 1. Agile  Marke+ng           (Well  kind  of.)  
  • 2. Before  We  Start…   1.  agile     (verb)  To  work  on  something  when  you  don't  understand  the  problem  space,  the  market,  the  actual  goal  of  the   product  or  really  any  engineering  at  all.   Engineer  1:  They  want  me  to  build  an  inverse  flux  capcitor  for  our  new  marke+ng  theme.     Engineer  2:  Man  that  sucks,  what  are  you  doing  to  do?  Don't  they  know  the  IFC  is  a  joke?     Engineer  1:  Well  I  guess  I'll  just  have  to  scrum  and  agile  one  up     2.  Agile     Agile  is  a  generalized  term  for  a  group  of  an+-­‐social  behaviors  used  by  office  workers  to  avoid  doing  any  work  while   simultaneously  giving  the  appearance  of  being  insanely  busy.  Agile  methods  include  visual  distrac+on,   subterfuge,  camouflage,  psycho-­‐babble,  buzzwords,  decep+on,  disinforma+on,  and  ritual  humilia+on.  It  has   nothing  to  do  with  the  art  and  prac+ce  of  soTware  engineering.   That  crap  was  built  using  Agile.    
  • 3.
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  • 7.
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  • 25. What  we  learnt  as  a  client  
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  • 40. 0   100   200   300   400   500   600   0   20   40   60   80   100   120   140   160   1900   1906   1912   1918   1924   1930   1936   1942   1948   1954   2000   2006   2012   2018   2024   2030   2036   2042   2048   2054   2100   2106   2112   2118   2124   2130   2136   2142   2148   2154   2200   2206   2212   2218   2224   2230   Reach  (000's)   Downloads  Per  Minute   Time   Audience  (000's)   Downloads   TVC   Billboard  
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