marketing manifesto

Announcing the Festival of Marketing

Marketing is changing, and we’re celebrating that change with our week-long Festival of Marketing in October. 

In five inter-connected events, we’ll be outlining our view of the state of marketing, and the challenges every marketer should focus on.

And don’t worry, there’ll be comedy and music fringe events and parties as well. 

The Festival takes its inspiration from our Modern Marketing Manifesto, and is put together with the help of Marketing Week, Creative Review, Design Week and Data Strategy. 

Here’s an overview of what we’re up to… 

Agile marketing: the 70:20:10 rule

One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive. To be flexible and embrace change.

The concept of agile marketing has grown from the need to try and deal with a more fluid marketing environment, driven largely by digital, and has borrowed from the principles of agile software development.

The latter values “individuals and interactions over processes and tools; working software over comprehensive documentation; customer collaboration over contract negotiation; responding to change over following a plan”.