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DDB Being Agile

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The days of launch and leave marketing are coming to an end. As the world around us accelerates brands must become more agile.

Where once we had big-budget, set-piece campaigns we now need to think more like a newsroom; creating and curating content 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.

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DDB Being Agile

  1. 1. Being Agile<br />Leo Rayman<br />
  2. 2. Precis<br />The days of launch and leave marketing are coming to an end. <br />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. <br />Where once we had big-budget, set-piece campaigns we now need to think more like a newsroom; creating and curating content that allows the brand to be always-on. <br />Managing and measuring this new approach to participation requires a rethink about the way we run our marketing practices. <br />Both clients and agencies must evolve to take advantage of the new realities. <br />
  3. 3. TIMELAPSE VIDEO – NO AUDIO<br />
  4. 4. DINOSAUR VIDEO – NO AUDIO<br />
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  6. 6. 1. People<br />
  7. 7. Hello?<br />
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  9. 9. 2. Speed<br />
  10. 10. “The life expectancy of exclusive information can now be measured in minutes, if not in seconds.”<br />Alan Rusbridger<br />
  11. 11. <1 minute<br />2011 Japan earthquake<br />1891 Nobi earthquake<br />1805 Battle of Trafalgar<br />Time taken to reach London<br />17 days<br />1 day<br />4.3 kph<br />394 kph<br />326,000 kph<br />
  12. 12. 2000s<br />1969<br />1909<br />1825<br />1785<br />6000 BC<br />8 mph<br />10 mph<br />13 mph<br />45 mph<br />1330 mph<br />2300 mph<br />In less than 50 years, speed has increased more than in the entire previous 8,000<br />
  13. 13. Innovation has been getting faster during the last 50 years (USPTO)<br />
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  18. 18. Being Agile<br />
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  22. 22. Fail to plan<br />Plan to fail<br />
  23. 23. No more “Launch & Leave”<br />
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  29. 29. Always-on<br />
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  32. 32. Real<br />
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  34. 34. Collaborative<br />
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  38. 38. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. <br />
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  43. 43. Being Agile<br />
  44. 44. AGILE MANIFESTO<br />Individuals and interactions over processes and tools<br />Working software over comprehensive documentation<br />Customer collaboration over contract negotiation<br />Responding to change over following a plan<br />http://agilemanifesto.org/<br />
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  50. 50. The Peoples Reviewer<br />
  51. 51. The Peoples Reviewer<br />
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  53. 53. Last Tango in Compton<br />
  54. 54. Last Tango in Compton<br />
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  63. 63. Remixes?<br />
  64. 64. Remixes?<br />
  65. 65. Remixes?<br />
  66. 66. Managing in an Agile world<br />
  67. 67. An “Agile” culture?<br />
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  72. 72. “…an open, collaborative, curated process is the best technique to swim with the flood and influence its path.”<br />
  73. 73. Crowdsourcing campaigns<br />Creative marketplaces<br />2005<br />2006<br />2010<br />2009<br />2008<br />2007<br />General marketplaces<br />Crowdsourcing projects<br />
  74. 74. Culture Change<br />
  75. 75. 6<br />
  76. 76. 6<br />
  77. 77. Being Agile<br />Always-on<br />Real<br />Collaborative<br />Responsive<br />Imperfect…<br />
  78. 78. Thank you<br />Leo Rayman, DDB/Tribal DDB, London<br />Twitter:@leorayman<br />Presentation “DDB Being Agile” on <br />

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