Agile marketing: Planned spontaneity

This article argues that successful real-time marketing requires pre-planning, and gives guidelines for five areas marketers should think about.

Agile marketing: Planned spontaneity

Aki SpicerTBWA\Chiat\Day New York

The secret of successful real-time marketing is in the pre-planning, and this article outlines five important considerations to get your brand on the right track for achieving confident, spontaneous responsiveness.

Marketing with velocity

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

Real-time marketing' has become the new normal for clients and brands. But the most surprising secret of success is embracing pre-planning as the critical factor to real-time responsiveness. It seems counter-intuitive. But real-time marketing is not sitting and waiting for 'news' to...

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