From the editor: Marketing at speed
Colin GrimshawWarc
In a fast-changing digital marketplace much has been talked about Agile Marketing, the subject for this month'sAdmap Focus. The term is associated with activities such as real-time planning, but what does it really mean in practice? Is it just about some clever Twittering à la Oreo's 'Dunking in the Dark'? And how does 'agility' affect short-term vs. long-term advertising and brand strategy? What does it mean for creativity, insight gathering, media placement and measurement?
In our opening Focus feature 'Marketing with velocity' Ross Barnes of m/Six...