How Advertising Agencies can use the Agile Framework: the Agency should create contingency and take a more Agile approach to make tweaks during campaign execution based on performance numbers. For example, if an agency is running a new campaign for a client and wants to use a new ad tech – they should make this proposal with the caveat if the numbers expected for return for this effort are not realized within the first month or two, those monies are removed and placed in a more traditional effort with an expected return.
Master of Science - Digital Innovation in Marketing Candidate Temple University
