Agile is a process of creating things in an iterative process, as opposed to merely having a single “great idea.”
The concept of agile marketing was formalized in 2012, when The Agile Marketing Manifesto was written. In 2013, the Standish Group found agile projects succeeded three times more often than projects that followed an assembly line or “waterfall” process. They also found that this system required less time and was significantly less expensive to execute.