An Agile Provider Jumps Through Hoops

In what appears to be a twist on iterative marketing, Razorfish is unveiling its newest offering–Razorfish Agile–which intends to help C-level executives develop products and services faster and more efficiently.
Razorfish describes their “agile” concept as a faster way for designers and technologists to launch websites and digital marketing campaigns, especially where complex application development is required. Instead of specialists creating polished designs and handing them off to each other in assembly-line fashion for development, agile teams work in collaboration to quickly develop and revise prototypes based on customer feedback.
“CMOs are letting go of their obsession with producing one-shot campaigns based on a single idea,” said Razorfish Chief Technology Officer Ray Velez. “The agile test-and-learn approach is becoming especially popular as CMOs respond to pressure to prove their value constantly through innovation.”
The agency’s training program educates clients on issues such as how to create a schedule and estimate costs for an agile project, and how to build agile teams.
PREVIOUSLY ON ADPULP: Fighting Words (a post about iterative marketing).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.