Agency sprints aren’t necessarily new. Yet the changing landscape of brand needs (looking at you, tons of social content and projects pop up on a Friday at 4 p.m.) means a ripe opportunity for agencies and clients.
Ad Age‘s Brian Bonilla had a great roundup of some current agency sprints out there, including Indie Agency News members Barrett Hofherr and Fortnight Collective.
Fortnight’s partner and president, Devin Reiter, joined us to talk about how agency sprints have evolved and the agency’s long-standing, successful process, BrandHack.
Key Takeaways:
- Why Are Sprint Models Gaining Popularity?
- Speed and Efficiency: Modern marketers need to move fast. The sprint model allows for quick asset delivery without sacrificing quality.
- Cost-Effectiveness: Unlike traditional models based on time-related fees, sprint models are often value-based, providing fair pricing for fast results.
- Adaptability to Market Demands: With increasing pressures from shareholders and consumers, brands need flexible approaches to keep up with market changes.
- Benefits for Clients:
- Rapid Results: In the time a traditional agency might complete onboarding, a sprint model could have a campaign ready to launch.
- Engagement and Collaboration: Clients are involved throughout the process, ensuring alignment and fostering a sense of ownership.
- Targeted Output: A dedicated team of experts works exclusively on the client’s project, ensuring high-quality and relevant results.
- Overcoming Client Skepticism:
- There is often initial skepticism from clients who are used to longer timelines. The main concern is whether quick turnarounds mean sacrificing quality. However, as Reiter points out, “You’re not losing anything… you’re getting top-tier talent focused solely on your brand for two weeks.”
- Fortnight Collective alleviates these concerns by demonstrating that speed does not compromise creativity or strategic depth.
- Advice for Brands and Agencies Considering Sprints:
- For Brands: A sprint model could provide the agility and speed needed to compete more effectively if a brand is looking to move faster and are open to new approaches.
- For Agencies: Be prepared to adapt quickly and maintain an open mind. Ensure you have the resources and mindset to execute rapidly and understand that this model may only suit some clients.
- Fortnight Collective’s Approach to Sprints:
- Fortnight Collective calls their sprint process a “BrandHack,” a proprietary, two-week method designed to help brands quickly improve their positioning, creative, and market presence.
- Four-Step Process:
- Strategy Mining (5 days): In-depth research is needed to understand the brand, audience, and market opportunities.
- Collaborative Workshop: A half-day session involving the agency and the client to generate ideas and develop strategic directions.
- Creative Development: The agency team develops multiple campaign ideas based on workshop outcomes and presents them the next day.
- Refinement and Delivery: Finalize the chosen direction, create detailed assets, and provide a comprehensive brand book or move into production.
Sprints are not a one-size-fits-all solution, and it’s essential to carefully consider whether they are the right fit in the first place.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
