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  • Steve Dobbins

When agile marketing breaks the agency model.

“The journey to agile marketing can be hard. But for many marketers and agencies, it offers the opportunity to forge a better partnership.” A McKinsey survey found that more than 80% of marketing executives found the transition to agile marketing a difficult journey. Largely, adopting IT operating methodologies and engaging with third parties for measurement, platforms and publishing are creating obstacles.



The Challenges include:

· Scope of work

· Agency compensation and fee arrangements

· Operating model

· Talent and culture

· Metrics for success


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