Abstract: Every business needs to be able to keep up with market changes in the face of widespread upheaval. Maintaining organisationnal agility isn’t easy, especially for large companies with an international outlook.
While there are plenty of marketing examples of industries that have been up-ended as a result of new competitors and changing conditions, there are also many that have managed to respond to these changes.
Among these is McDonald’s – one of the world’s largest and most iconic fast food brands that reinvented itself by focusing on people, coffee, agility and innovation.
YOU HAVE TO DEVELOP A DIFFERENT EXPERIENCE TO COMPETE – McCAFÉ
This experience report will step beyond traditional marketing methods à la “Mad Men” and share what was discovered with the McCafé launch - the presentation has useful learnings about agile marketing techniques to help participants gain insight and develop important skills.
This talk is centered around the McCafé concept, development stages and collaborative drivers. Marie-Christine’s personal hands on marketing experience for the McCafé project will provide participants a unique outlook on process, and discover how to bridge the gap between IT, marketing and the business. It’s a fundamental shift in mindset. Instead of focusing on what you can sell, the focus is shifted to what are the needs while leveraging rapid iterations for maximum output.
Lessons Learned from Your Experience: - Learning Outcomes:
- - Steps to take when considering implementing an Agile marketing framework
- - How to share and promote Agile marketing processes in non traditional environments and organizations
- - Ways to support clients, staff while pulling them through the transition to Agile marketing
- - How to be sharp, consistent and strong when getting push back from partners and existing staff
- - How a good idea, vulnerability and humility go a long way when working with a client, an advertising agency collaborating for a huge group and product transition.
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