Google is very successful in maintaining its startup culture which is very open and engineering-centric. Project teams don't have a project manager, but organize themselves and communicate directly with all stakeholders. Most feature decisions are made by the engineering teams themselves. As well as this works for products like search, gmail - it creates issues for the AdWords frontend (AWFE) application. AWFE is much more product management and release date driven then other Google applications. This presentation discusses how we carefully introduced agile practices to coordinate the AWFE development teams and made the process more efficient and predictable.