Does Inter-Agency Collaboration Work

CoffeeconeIt is a great idea … in theory. Come up with the BIG idea, bring all your agency "partners" together and execute a brilliant, integrated campaign. But does it work? Does it achieve your short term objectives? And perhaps, more importantly, does it achieve the long term strategic objectives that should be driving your brand?

All this and more, I ponder in this post over at MarketingProfs.