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By Seb Joseph, News editor

September 28, 2016 | 2 min read

The Marketing Agencies Association (MAA) and DigitasLBi have joined with scholars from University of Cambridge, UCL School of Management and Dotworks to come up with a robust definition of collaboration for modern marketers.

The success of the venture is predicated on how many agencies across the industry complete a 15-minute survey on what collaboration means to them. From these responses, the participating parties hope to define the value of collaboration within the industry, revealing what separates successful, productive collaborations from less successful ones to help standardise this across the industry.

It dovetails with the MAA’s wider efforts, and will see it call on both members and non-members to take part in the survey.

Of the project, DigitasLBi’s chief executive Michael Islip said: "Collaboration Counts will help us to quantify the value of collaboration (commercially, as well as in terms of efficiency and creativity). By involving lots of agencies, we can start to identify patterns and understand what good collaboration looks like.

"Once we have the findings, we can then make recommendations for how we can standardise collaborative culture and behaviours and make sure the whole industry knows how to collaborate better”.

Blaine Landis, assistant professor of organisational behaviour, UCL School of Management, continued: "We're looking for agencies who are highly engaged in collaborative work. Our research is focused on understanding how people view their collaborations, both within their own agencies and with clients.

"It promises to help us understand how much collaboration is important, what elements contribute to successful collaborations, and what agencies and clients can both do to improve their collaborative endeavours in the future."

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