Agile vs. Waterfall for Creative Teams: A PM's Guide

Ah, the eternal debate: Agile or Waterfall? Creative teams live in the gray area between the two—where flexibility meets deadlines and ideas evolve daily.

What is Waterfall Project Management?

Waterfall project management is a traditional, linear approach with detailed upfront planning, clear steps, and a set start and end date. It’s predictable and follows a defined process from start to finish.

Waterfall works best when:

• You have a clear, linear process (e.g., branding projects, guestroom rollout, installation).

• Stakeholders want predictability and timelines.

• Approvals are required before moving on (think logo → brand guide → campaign assets).

What is Agile Project Management?

In the creative world, Agile is an iterative approach that delivers high-impact work in short sprints, allowing for quick feedback, flexibility, and ongoing collaboration.

Agile works best when:

• Projects are iterative and evolve with feedback.

• You’re testing or developing concepts quickly (e.g., digital ad sets, social content).

• Teams are cross-functional and need to collaborate in real-time.

Hybrid Model for Creative Projects (aka. real world = best world)

In the real world, a hybrid approach often works best. Start with Agile sprints to explore creative ideas, test concepts, and gather feedback quickly. Once the visuals are approved and the direction is clear, transition to a more structured Waterfall process to manage final production and rollout with clear steps and timelines.

Pro PM Tip

Don’t get hung up on the labels. Choose the structure that works for your timeline, team, and deliverables—and adapt as needed!