"There is ongoing debate about whether the principles of marketing itself have changed. But what should be clear to all is that *how* marketing is executed has changed and agile is key to that. Somewhat surprisingly, though, marketers have been slow to really understand what agile means for marketing. This book should be required reading for any marketer wanting to learn how marketing needs now to operate."

Ashley Friedlein, CEO, Guild and Founder, Econsultancy

"This book is packed full of amazing insights and pragmatic advice for marketers who are looking to transform the way that their team works. Essential reading."

Fiona Spooner, Managing Director, Consumer Revenue, Financial Times

"Prepare to be challenged! Neil Perkin cracks the code for successfully applying an agile mindset and methods, at scale to marketing."

Paul Duxbury, Global Repeatable Growth Model Programme Lead, GSK Consumer Healthcare

"Superbly researched and articulated throughout this book is full of inspiring stories and practical frameworks. Neil has written the definitive guide on how to apply agile principles at scale in marketing."

Iain Noakes, Head of Marketing Strategy and Planning & Effectiveness, Samsung Electronics

"In the modern flux of culture, marketing can be confusing, for brands, agencies and customers. Neil has written the essential playbook for shaping your marketing organization to be as agile as culture requires."

Faris Yakob, co-founder of Genius Steals LLC, author of Paid Attention

"The greatest opportunity in modern marketing is the need to embrace agile methodology to fuel growth and accelerate scale. Neil Perkin has forensically written the blueprint for every marketer to follow with rigour, candour and thankfully the odd bit of humour too."

Richard Robinson, Managing Director, Oystercatchers

"Neil is able to articulate the essential elements of agile ways of working in a truly engaging way using easy to understand models, great storytelling and relevant examples."

Christel Kinning, Chief Transformation and People Officer, Oatly