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Agile processes were never designed for deadline-based contracts. So if you’ve got to deliver before the media buy hits, you aren’t doing agile, no matter how much people use words like “sprint” or “standup” or put tasks in a kanban board.
To most agencies, “agile” just means that the feedback cycle never ends. A lazy sell to clients.
To product /software teams, it means continuous improvement, more sane work/life, and the opportunity for new ideas to get integrated quickly.
Subject Expert
I dont know what agile development is.
But it sounds like a lot of the nonsensical jargon our holding companies are agreeing to these days.
Plus, it adds a shed load of extra meetings to your already packed schedule.
Agile is for dev not creative
Can you please post this on a billboard. I’ve been shouting this for years!
What in the Consultancy-driven hell...?
Mentor
Yup, consultancy is right, but I’ve also seen it happen at agencies.
Mentor
It was only ever meant for tech but all the the Post-its, whiteboards with arrows and buzzy nomenclature gives management the horn so they try to stuff it in everywhere.
We had it until you could see in dozens of fluttering yellow notes in the main breakout where the logjams were (account, marketing, business) so the people responsible (account, marketing, business) quietly shelved it.
Agile was created for software development, so when it’s adopted at places where it shouldn’t be, it ends up centered around tech with all other roles as support. That’s why it never works at agencies (and especially at agencies working on deadlines).
I’m amazed by how misunderstood Agile is, but businesses that don’t know any better adopt it just to feel modern.
Yeah, you gotta be agile at dodging bullets.
This is a great topic and something that has confused me for years.
In creative groups that try to apply design thinking to projects (in advertising) methodologies have always been murky at best. There s a lot of compartmentalization that happens so much of the work between departments gets done in silos and it leaves many creatives well outside of any opportunity to apply design (or any) thinking to deliverables.
It feels like agile should only be used for specific cases (and maybe smaller groups).
Agile is important because it has become a necessity not just a term to feel modern and sell clients.
Advertising agencies can’t compete with even a simple task like measuring the effectiveness of the color of a CTA and then changing it accordingly (regionally). Test repeat. Same day.
But at agencies I don’t think you can use agile for the bulk of work that gets made.
Here are a couple of articles that helped.
https://modernanalyst.com/Resources/Articles/tabid/115/ID/5617/Design-Thinking-in-a-Waterfall-World.aspx
https://blog.codegiant.io/agile-vs-waterfall-key-differences-and-definition-which-model-is-better-d3987dfabab0
check, please.