Agility is not a word normally associated with the creative development process. "Agile development" originates from a set of principles used for software development. It is a dynamic creative process where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams.
It promotes adaptive planning, evolutionary development, early delivery, and continuous improvement, and it encourages rapid and flexible response to change.
Traditionally, when a brand works with a creative agency, the creative process moves from a point of origination to application and final delivery. At that point, the creative idea is more or less set in stone, and the only step left is media execution.
The creative process as it exists today cannot change horses in mid-stream. However, in digital media today, campaign data is near real time and provides actionable insights almost daily.
How can brands take advantage of it?
There is a middle layer now missing from the campaign process. A method to creatively iterate based on campaign data.
The fact is, in the Facebook environment, automated media optimisation is highly efficient. With audience insights, interest-based and other forms of targeting, any campaign set up quickly narrows down to the best performing target segments. This can take from a matter of a few hours, up to a fortnight, depending on audience size.
With this focus, the impression frequency to this narrowed audience increases dramatically. This accelerates viewer fatigue as they see the same ads more often. What does pull them out of this fatigue are new ad creative variations.