Just as clear communication is the key to better understanding, collaboration is the key to taking a basic concept and making it really sing.
You can communicate to someone, but you can't collaborate to anyone. Collaboration only works with others. And it can create a whole greater than the sum of its parts.
Ok, Joe, what's the point?
Collaboration among advertising specialists is common. Art directors and copywriters or media planners and buyers have always teamed up.
But in an integrated marketing communications environment, collaboration is even more powerful--publicists collaborating with promotion specialists, collaborating with advertising writers and art directors, collaborating with database specialists--all collaborating with clients.
It's a new world. Crossing disciplines sparks new approaches. Ideas are ignited by new combinations of marketing tools. Focusing sales messages into laser-sharp communication cuts through sophisticated "media screens"--our defense against a tidal wave of sales pitches.
Change often occurs through chaos and some pain. But collaboration also leads to camaraderie. Which leads to bonding not by specialty, but by a common allegiance to the client across all disciplines. I like it. It's working.