I read this article with great interest, like most agency owners you are always curious to see how other agencies do their work, are we doing the same? can we learn anything from them? And if I'm really honest I always want to see if I have any reason to be just a tiny bit smug. What I read here was interesting and therefore worth a share as it outlines very nicely why 12 month campaigns are still so important, the importance of sprints and longer reporting cycles and explains what and how we and this agency set out campaign schedules.
While we do our best to map out a full 12-month strategy for the initial proposal, it’s not always easy to get it right. The more you dig into a site, the more issues you find. So every campaign needs to be adaptive. The best way we have found to do this is to carve out several sprints throughout the year. Breaking it up into three-month sprints seems most obvious. However, when you include the time needed to determine the strategy, implement the strategy and report on its success, three months can be a bit tight. So we break our strategies into four-month sprints.