Brands and their advertising agencies are choosing to create software as components of their marketing efforts. Whether it’s an iPhone app or a service like Nike Plus, these are essentially software products.
The traditional agency process is not very well suited to the creation of software. In fact, in many cases it may be counter-productive.
Really interesting blog post this. I myself have been running a vast project for over a year now, as Senior Project Manager. The product is a car sharing application (much like Zip Car) and we devised, built and maintain the global website.
This is so far removed from the work the rest of my agency does - branded Flash microsites, banner campaigns, social media work - that the agency process does not work for it. As such, I ring-fenced a team of developers (because standard resource-sharing of agencies would mean different developers working on my product and ramp up times every time, plus code structure variations). It's a complex situation though, as the client is ramping up teams on their side as they see the success build, so we must do the same. This drifts me and my team away from the core business of marketing, and so we need specialised processes (product manager, product requirements documentation, phased feature releases) that the rest of the agency really has no experience of.
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