Greenz, We, WT.AG, Ampfy, VML, Bunch, WMcCann, Mestiça and BC&P use the metric to reduce bureaucracy in processes and accelerate results
The idea is to take a screenshot of the Scrum framework, which consolidates the sprint concept, and get started with the execution of marketing projects in an agile way. Many agencies are already adopting this technique in an era marked by fees, success fees, tighter margins, BVs and media commissions that are increasingly irrelevant to the remuneration model. So, how about combining demands through steps designed to achieve results in the very short term? What works as a briefing for subsequent steps, in addition to optimizing processes? Just like in sprint races, setting an aggressive pace, as Usain Bolt did to break records in the 100 meters, will guarantee a coherent, precise and regular sprint.
“The sprint methodology is considered the heart of Scrum, the most used agile framework in the world, for simplifying methods and interactions in a short space of time, proposing creative solutions and continuous improvements for the next projects that will be developed. On average, a sprint lasts a maximum of 4 weeks and shortly after its completion, a new cycle begins, which will continue the project. They define the basic guidelines and requirements that will guide the activities and the characteristics of the product are shared, so that delivery is aligned with the customer’s expectations. Carrying out processes in sprints offers benefits for the company and employees, as the creation of objective goals facilitates the administration of actions, avoids rework, allows for a more efficient journey and higher quality in the delivery of products and services”, argues Mateus Pereira , from the Runrun.it blog, remembering that the model began with designers and architects and is now gaining ground in advertising.
The Greenz agency, owned by partners Fabio Meneghati, PH Gomes and Marcelo Coffani, has been using the framework for some time to energize its business accelerator concept. “In general, the sprint model is based on the idea of working quickly and efficiently to deliver results in a short space of time. Agile methods and design sprints are used to test ideas, bring tactical responses and strategies to customer demands, especially for sectors that need to be aware of market changes at all times”, says Meneghati.
“At Greenz, it is a foundation of our business model. An agency that works with fast methodologies guarantees greater agility for the client and visibility for the team of professionals involved. To operate in this way, in addition to knowing how to correctly use marketing, the agency must have a structure of people dedicated to delivering that project. Therefore, there are two ways of working: the most conventional is when the client has an exclusive professional structure and the other, when the agency works on a specific project within the client, on a job basis, without necessarily requiring a fixed contract. It is possible to apply the methodology regardless of the model”, emphasizes the CEO of Greenz, who sees the benefit of the sprint in the always better philosophy.
Read the full article in the issue of propmark October 28, 2024
