Why does it take agencies months to work out a single campaign, when it seems Silicon Valley can kickstart an entirely new company in the same amount of time? In the same time frame, gaming companies pull together thousands of iterations of Call Of Duty and Farmville. Sitcoms can turn out dozens of scripts. And so forth…. Top-down assembly line processing is a remnant from the rusty industrial age, and no longer works in the fluid, spreadable hoodoo environments of the information era. Most agencies take a waterfall approach — you’ve got strategy then production then design then technology
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