How ‘Agile’ Boosts Creativity (And Five Top Tips On How To Do It)

How ‘Agile’ Boosts Creativity (And Five Top Tips On How To Do It)
SHARE
THIS



In this guest post, Eithne McSwiney (pictured below), MD of Sydney creative agency GHO, explains how being ‘agile’ can help with the creative juices and offers her five top tips to help you do it, too…

Clearly, ‘agile’ is a term with which everyone is now familiar. But the jury still seems to be out on how helpful it is. In conversation with many marketing managers, enthusiasm for this way of working is mixed.

Eithne[2]

Perhaps they have been burned by those agencies that pay lip service to it by adopting elements of agile practises but quickly return to the safety of waterfall processes and hierarchical approval regimes.

In today’s fast paced world of marketing and as more and more CMOs are responsible for growing revenues, the need to be faster and more responsive to consumer behaviour is driving teams to find new ways of doing things.

In response to the challenge marketing teams have been adopting agile methodologies, usually found in the software development industry, to try and achieve greater efficiency and effectiveness in their output.

At GHO, we recently completed a website for a major financial services firm and found that jumping into agile boots and all can have some terrific advantages. Not just in terms of speed and collaboration but also with the creativity in problem solving and optimising user experience that was evident from end to end.

Here are our five tips for boosting creative output through agile methodologies.

  • Collaboration in practice not theory

The time has come to walk the talk with collaboration. Not warm sentiments from team leaders up front on how it would be nice to work together. But involvement of all and a true democracy of ideas. We literally placed all our clients, creative teams and technical teams in one of our board rooms for twelve weeks and this made collaboration perfectly natural and easy.

  • Discovery is stage one and sets the tone for the team

By involving everyone in the stage of developing the statement of work (“Discovery”) you get a great feel for the collective knowledge in the room. It’s a fast route to ensuring there is also a collective purpose in the team. Most critical, it takes out the often troublesome negotiation of what is feasible given business objectives, timeframes and costs. In our experience, this step alone saved weeks and certainly awkward conversations at a later stage.

  • Problem solving on the spot not diarised for later.

It’s interesting how team meetings in traditional forms can be simply be note taking on the things to do later. However, if everyone is at the same table with a collective interest in delivering the work, whenever issues emerge you’ve got the people in front of you with the knowledge and the motivation to sort it. Often all that is required is for a couple in the room to turn their chairs around and deal with it.

  • Move quickly to something you can see and touch

Everyone has been in the situation where the long-awaited unveiling of weeks of creative and design work are to be unveiled only to be received by puzzled looks around the room. Getting rid of working in a box away from decision makers and other areas of expertise is central to agile. Given there are many tools at our disposal to prototype design, there are no excuses but to move to something where everyone can see how expectations are living up to actual user experience.

  • Strategy, conceptualising, design and build all wrapped up in one.

By breaking the project down into smaller tasks and “sprints” the productivity and creativity of the team can be enhanced substantially. In practise, you are collapsing design-develop-test-review steps and everyone has visibility on how a task is tracking against desired outcomes. Everyone plays a role in thinking fast and creatively to get the result they are after. Rather than process being an impediment to creativity we found the opposite was the case.

This list is not exhaustive and is based on our most recent website design and build experience. Certainly, the list will grow as further learnings accrue. The point for today is that there is no doubt that the commitment of the wider team to be genuinely Agile delivered an end-product of which we all could be proud.

Sure, there were some bumps along the way. The pressure to deliver more for less is always going to have a big influence on any project of this scale and complexity. But such is the nature of the digital creative space that marketing and creative people need to work now.

Given this, our conclusion is that an Agile approach to creative projects of scale is now a mandatory as business leaders endeavour to build competitive advantage for their companies.

Please login with linkedin to comment

agile Designworks Eithne McSwiney gho

Latest News

Asics Australia Launches First Women’s Cricket Shoe
  • Marketing

Asics Australia Launches First Women’s Cricket Shoe

ASICS Australia has released the world’s first cricket shoe, specifically designed for females – developed locally in conjunction with Cricket Australia’s (CA) Women’s Team Physiotherapists and Athletes. In recognition of the incredible growth of women’s cricket in Australia, ASICS has launched the 350 NOT OUT FF to the market alongside a fresh ‘Made For Me’ […]

Tourism Tropical North Queensland Appoints Marketing Manager
  • Marketing

Tourism Tropical North Queensland Appoints Marketing Manager

Tourism Tropical North Queensland has appointed Marketing Manager Lani Strathearn to spearhead the rollout of the Cairns & Great Barrier Reef brand. TTNQ Chief Executive Officer (CEO) Mark Olsen said Ms Strathearn had a solid career in tourism marketing having worked in agencies in Melbourne and Adelaide for the past four years with clients including […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
  • Advertising

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

SCA Launches New Media Research & Insights Division
  • Media

SCA Launches New Media Research & Insights Division

SCA today announced that its award-winning Research & Insights and Strategy & Insights divisions have come together to form SCA iQ, one of Australia’s largest media research and insights offerings.   SCA iQ fuses the research, insights and strategy functions together, to better power insightful solutions for SCA’s Sales and Content teams and advertising partners and is underpinned […]

Audi Pulls Ad, Apologises For Dangerous, “Phallic” Campaign
  • Campaigns

Audi Pulls Ad, Apologises For Dangerous, “Phallic” Campaign

German carmaker Audi has been forced to pull its latest campaign and issue the usual round of apologies after a rather tone-deaf launch over the weekend. On Saturday, the carmaker shared an ad for its snazzy looking Audi RS4 with the caption “Lets your heart beat faster – in every aspect”. The ad featured a […]

by B&T Magazine

B&T Magazine
Audiences Are Coming Back, Says Global Out Of Home Industry Leaders
  • Advertising

Audiences Are Coming Back, Says Global Out Of Home Industry Leaders

World Out of Home industry leaders from Australia, the UK, US and Germany have revealed that audiences are returning to public spaces despite ongoing challenges from COVID-19, and that they anticipate improved market fundamentals in coming months. In an interview for a podcast being released today, leaders including oOh!media CEO Brendon Cook, President of the […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
  • Advertising

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]

Media33 Announces Two Senior Promotions
  • Advertising

Media33 Announces Two Senior Promotions

Boutique communications agency, Media33, have made two senior appointments with Ashlee Crawford appointed to General Manager and Mick Bradley appointed to Agency Director. Both Ashlee & Mick have been part of the management team at Media33 since it was launched in early 2013 and have played a key role in the agencies ongoing cultural strength […]

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July
  • Marketing

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July

In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have noticed a dramatic spike in […]

AAP Sale Formalised, Confirms Name To Be Retained
  • Media

AAP Sale Formalised, Confirms Name To Be Retained

The sale of Australian Associated Press (AAP) to a consortium of impact investors and philanthropists has been formally completed, ending 85 years of ownership by Australia’s major publishing groups. The national news agency will continue to provide a trusted breaking news service with a team of journalists and photographers, most of whom have joined the […]

Aussie Success Story Afterpay Unveils New Brand Identity
  • Marketing

Aussie Success Story Afterpay Unveils New Brand Identity

Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
  • Media

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”

How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]

by B&T Magazine

B&T Magazine
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
  • Opinion

I’m Not Loving ‘Karens’, For What They Highlight About Our Society

In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]

Opinion

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]