Agile marketing: Prototype the creative brief

This article argues that marketers should replace traditional processes with prototyping to speed up marketing and become 'agile'.

Agile marketing: Prototype the creative brief

Arwa Mahdawicummins&partners

Agile marketing is about culture, not process, and that requires the entirety of an organisation to get behind it. So to get from thinking to doing, faster, forget the writing of a creative brief and move to a cross-functional team working together to prototype the creative idea.

Marketing with velocity

This article is part of a collection of articles on agile marketing. Read more.

Because agile marketing comes out of the software world, it is tempting to think that there might be some sort of plug-and-play solution to making...

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