I was flicking through Business Week at the airport a few weeks ago and I came across an article entitled " Masters of Collaboration &q...

Collaboration is everywhere

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I was flicking through Business Week at the airport a few weeks ago and I came across an article entitled "Masters of Collaboration"that immediately caught my attention as collaboration is a subject very close to my heart (being one of our core agency propositions) and one particular quote really struck a chord with me:

"many design consultancies have responded to the seismic shifts in technology and culture by adopting a radical, collaborative approach—in stark contrast with the magician/know-it-all designer type of old. And while there may well be outsize personalities within the consultancies' offices, the new philosophy seems to sit comfortably within these open-source, consumer/user-driven times"

How right they are and how much does that apply to the marketing industry today !" The article goes on to say:

"The aim is to come up with products and experiences that fit clients' customers, rather than express the individual tastes of designers." .

and again I thought how much this echoed our point of view that too many agencies today fall back on their core expertise when answering a Client brief and ignore what will cause real consumer behavioural change and action.

One company that are making this core to their approach is Continuum that has shown double-digit revenue growth in each of the past four years with this approach - take a look at their website they boast virtual teams with diverse backgrounds including MBAs, psychologists, and ethnographers.

This is just the sort of approach that we believe Client's should employ - there is no way that an agency can claim to have all the skills and experience required under one roof to help Client's navigate their way through the confusion of today's marketing landscape however much they try to claim otherwise !


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