www.trinityp3.com What’s the Role ofthe Big Idea in Agile Marketing? A presentation by Darren Woolley, Global CEO, TrinityP3 Marketing Management Consultants at the Digital Espresso event series organized by Bench in Aug - Sep 2017. See the presentation on video here https://www.youtube.com/watch?v=G9QKwGrEw9c

1. marketing management consultants
What’s the Role of
the Big Idea
in Agile Marketing?
Presented by Darren Woolley
Global CEO
TrinityP3 Marketing Management Consultants
© 2017

2. marketing management consultants
Introducing

3. marketing management consultants
What is the Big Idea?
The Big Idea is:
• a creative concept
• an expression of the communication strategy
• media and channel neutral
• a platform for all communications activities

4. marketing management consultants
What is Agile Marketing?
Agile Marketing is:
• derived from the Agile Software development
approach
• a methodology for marketing communications
development
• an approach to marketing in complex and
dynamic markets

5. marketing management consultants
Agile Marketing is both strategy and process
• It’s about responding to change rather than
following a plan
• Requires rapid iterations rather than big
campaigns
• Requires data and testing rather than opinion and
conventions
• Favours many experiments over a few large bets
• Focuses on individuals and interactions and
engagement over targeting audience groups
• Requires collaboration to respond to needs rather
than being bogged down in silos and hierarchy

6. marketing management consultants
Have you ever
been sailing?

7. marketing management consultants
Marketing can feel like sailing into the wind
• Sailing requires a team working
together against the prevailing
elements to achieve an objective
• If your marketing finish line is upwind
you need to tack or zig-zag into the
wind to reach it
• There is no direct route to get there
so it requires both strategy and
tactics to gain the advantage

8. marketing management consultants
Big Idea & Agile are separate strategies
• The Big Idea sets the strategy to then be
executed
• Agile Marketing is about constantly testing
and learning from the market
• The Big Idea suggests a big bet on what
will work and backing it
• Agile Marketing is using data to optimise
and respond to the market
• But what happens if there is a shift in the
market place?

9. marketing management consultants
So does Agile Marketing need a Big Idea?
• Increasingly marketers are embracing
Agile Marketing to optimise
performance and results
• But is there a place for the Big Idea if
the approach is to be responsive and
agile rather than planned?
• Or are the two approaches
incompatible?
• Or are there benefits from embracing
both as part of your marketing?

10. marketing management consultants
The Big Idea is delivered as a series small ideas
• The Big Idea usually defines the
strategy execution and implementation
• Using an Agile Marketing approach, the
Big Idea becomes a succession of small
executions
• The Big idea becomes a framework for
an Agile response to market
• This allows marketers to optimise
performance and results while building
brand recognition and focusing on
longer term objectives

11. marketing management consultants
Keeping the brand on course for a win
• The role of the Big Idea is to provide
direction on the brand objective
• An Agile Marketing approach allows you to
optimise performance by testing and
learning
• It allows you to focus in individuals and
engagement while staying on course with
your brand strategy
• Delivering the best of both

12. marketing management consultants
Good luck!
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