Why collaboration is essential right now

Life, culture, the world around us, it’s all moving incredibly fast. Faster than most can ever remember.

In the long term, the explosion of the internet and its effect on modern culture sees the landscape move exceptionally quickly. Take memes for example, a cornerstone of modern communication. In less than a decade, the average meme lifespan has reduced from multiple years to less than a month - one small example of a wider trend. Looking shorter term to more immediate changes, COVID-19 and the current civil rights movement are creating monumental societal shifts that will define a generation.

Looking specifically on the world of advertising, all of this presents significant difficulties for Marketeers, who must pick strategies to adopt, territories to enter, and routes to apply budget. How can you create a 6-month plan for a world that might be completely different in that timeframe? The conventional method is to plan your media buy for the year, identify campaign launches etc, then ‘colour it in’ with some creativity and maybe tweak the media plan a little. 2021 is not the year to keep doing the same thing, and now we have an opportunity to creatively and strategically address real cultural shifts and changes in consumer expectations and behaviour.

Whilst historically, many had turned to the agency superpowers of the world to answer the big issues in front of them, there’s now a much more powerful ace up the proverbial sleeve. The collaboration of smaller, independent agencies.

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