The Enabler Model: Towards an Integrated, Agile Way of Collaboration Between Brands and External Agency Partners

Mirjam Jentschke ()
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Mirjam Jentschke: fautLefaire GmbH

A chapter in Brand Evolution, 2022, pp 847-865 from Springer

Abstract: Abstract To get connected with consumers and drive a seamless journey, brands and their agency partners need to be fast and flexible. Conventional ways of working and established agency models often fail. The Enabler model combines agile principles and routines with creative principles and routines. By forming cross functional agile teams consisting of different experts from brand and agency side a more pacey, direct, focused, and empowered way of working comes into place. The team works on a flexible brand backlog instead of a rigid marketing plan, user stories will replace briefings and sprint cycles will substitute linear project plans. In all the Enabler model will speed up communication creation and lead to more consumer centricity, but the transformation will take time and requires a change of mindset.

Date: 2022
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DOI: 10.1007/978-3-658-35916-4_39

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