Lowdown: Agile

Nick Hirst

This short article introduces 'Agile' project management for software development, and argues that it could be applied to some marketing communications.

Lowdown: Agile

Nick Hirstadam&eveDDB

In the age of constricted deadlines and realtime marketing, it's easy to see the attraction of working in an 'agile' way. But truly 'Agile' methods are more specific than most people think – and may or may not be right for most marcoms.

Originally, Agile was an alternative approach to project management for software development. Frustrated by the slow, rigid approach that characterised most projects, a group of developers got together and wrote the Agile Manifesto. The ultimate goals, apart from the ideal of freedom from 'the baggage of Dilbertesque corporations', were speed, adaptability and...

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