Collaboration: A blessing or a curse for the ad industry?
Is inter-agency collaboration the only surefire way to produce groundbreaking work? It’s a question that divides the industry. Mumbrella’s Abigail Dawson asks senior strategists and creatives if design by committee is the key to success – or a recipe for disaster.
Collaboration is a buzzword that stalks adland, with clients and agencies often crediting it with leading to successful campaigns. When inter-agency work fails though, the lack of co-operation, collaboration and communication is often cited as the reason for the downfall.
The makers of the much-anticipated and controversial Meat and Livestock Australia lamb ad, for example, often attribute the ad’s success to the collaboration between One Green Bean, The Monkeys and UM.
