Agile principles reflect a move away from traditional waterfall planning to rapid iterative 'learn and improve' cycles. It's about speed and incremental improvements rather than big campaign ideas: in fact, focusing on big ideas creates failure. There is still an overall strategic goal to activity - a North Star - just a number of small rapid projects to work out the fastest way there, especially as the terrain is constantly shifting.

Agile principles have most quickly crossed to marketing at tech companies, the most likely early adopters. Now iit looks like agile marketng might begin to 'cross the divide' to become part of mainstream companies' marketing activities.