The agile test-and-learn approach is becoming especially popular as CMOs respond to pressure to prove their value constantly through innovation.
New York, NY (PRWEB) July 27, 2010
Razorfish today announced the launch of Razorfish Agile, a new offering to help C-level executives develop products and services faster and more efficiently.
Razorfish Agile builds on the agency's experiences employing a technique known as agile, which is a faster way for creative designers and technologists to launch websites and digital marketing campaigns, especially where complex application development is required. Instead of specialists creating polished designs and handing them off to each other in assembly-line fashion for development, agile teams work in collaboration to quickly develop and revise prototypes based on customer feedback.
Consequently, marketing executives can constantly test and revise new concepts, products and services faster rather rely on the more traditionally lengthy campaign development process.
The Razorfish Agile offering, coordinated by Razorfish Chief Technology Officer Ray Velez, consists of a training program and methodology to help executives maximize the value of agile methods.
"CMOs are letting go of their obsession with producing one-shot campaigns based on a single idea," said Velez. "The agile test-and-learn approach is becoming especially popular as CMOs respond to pressure to prove their value constantly through innovation."
Razorfish has employed agile approaches for years with clients such as AT&T, Bundle.com and Ford. Razorfish recently used agile methods to help develop Bundle.com, the innovative personal finance venture that helps consumers manage their finances through access to an unprecedented amount of comparative spending data. The joint Bundle.com/Razorfish team worked out of a development lab in Razorfish's New York office to quickly develop a beta version in time for a January 2010 launch.
Jaidev Shergill, Bundle.com founder and CEO, said, "Without question agile was an important reason why Bundle.com is now flourishing and innovating. And we continue to take customer feedback in order to constantly improve Bundle.com."
Razorfish Agile consists of 50 experts actively using agile approaches. Razorfish has developed the Razorfish Agile Maturity Model, a proprietary tool that identifies the necessary steps to employ agile methods. The agency's training program educates clients on issues such as how to create a schedule and estimate costs for an agile project, and how to build agile teams.
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients' business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe's (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.