"Becoming an adaptive marketer can require serious structural changes. The entire media process -- budgeting, planning, buying, and optimizing -- needs to become more fluid and "always-on" rather than static and sporadic. Brands need to develop a library of creative assets -- images, calls-to-action, applications -- that can instantly be deployed into advertising units when required."

The quote above was from an Ad Age article titled Adaptive Marketing Set to Become the Next Big Thing by Antony Young, CEO of Mindshare North America, and Norm Johnston, co-global digital lead of Mindshare Worldwide.

The piece resonated with Flite's approach about marketers becoming more agile.  With marketing becoming increasingly personalized and targeted, it's important for brands to be responsive and timely with their messaging.