Articles relating to the agile brand and agile marketing attracted widespread attention among Warc subscribers this year.
A chapter from Warc's Toolkit report – Strategy in 2015: Agility versus the 'big idea' – was the most-read article on the subject, discussing the notion that marketers are increasingly using data to drive an agile response to consumers at the expense of more traditional strategies that look to "big ideas".
Strategic ideas may become closer to long-term "guide-rails" for brands over time, it suggested, allowing communications (and, indeed, product development) to evolve without the need for a replacement 'big idea' every few years.
The second most-read article, The agile brand, explored the new demands being made of brands as markets and disruption happen more quickly, and argued that "agile brands" – ones that are active rather than reactive, that work across multiple channels and that think globally – are the answer.
The next three most-read articles on agility looked in more detail at how marketers should approach the subject.
Agile marketing: Planned spontaneity argued that the secret of successful real-time marketing lies in the pre-planning and outlined five important considerations to get a brand on the right track for achieving confident, spontaneous responsiveness.
A practical example of what agility looks like was supplied by FCB Chicago in Agile marketing: Create a new campaign in 14 days.
The agency's experience highlighted the need to have access to real-time research tools, to bring creatives into strategy development and to work in a multi-disciplinary agency team, the article argued.
Purpose was another theme for the past year and it also made an appearance in the fifth most read-article on agility. Agile marketing: Purpose keeps a brand agile suggested that, to be agile, a brand needs a high-level, emotionally engaging idea or purpose that can easily be adapted into multiple speedy campaign executions.
Data sourced from Warc