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Collaboration Counts

Collaboration is talked about a great deal within industry circles, but there's been little progress in defining its true value to agencies and clients.

Are you collaborative? Take part in Collaboration Counts and find out...

Collaboration is talked about a great deal within industry circles, but there's been little progress in defining its true value to agencies and clients. That’s why we’ve launched Collaboration Counts, a project that will aim to demonstrate the true impact of collaboration on business and creativity, as part of the wider Agency of the Future initiative.

We’ve joined forces with member agency DigitasLBi, the University of Cambridge, UCL School of Management, and Dotworks, which specialises in connecting teams within organisations.

We want to understand what successful collaboration looks like, identifying the different patterns of collaboration within agencies and between agencies and clients. This will help shape an understanding of the types of collaboration that are the most valuable, and help agencies replicate and scale this collaboration to strengthen their relationships with clients.

Watch the video to find out more.

How will it work?

Working with us involves partnering with our team from the University of Cambridge, University College London, and DotWorks to understand what constitutes successful collaboration in your agency and with your clients. Our approach is to study the patterns of collaboration via network analysis, which recognises that the day-to-day interactions we have at work and with our clients are key to understanding when collaboration works and when it doesn't. Here is what the study entails:

- Discovering what outcomes are most important to your agency, such as performance, creativity, and client satisfaction

- Having the people at your agency tell us about their collaborations (a 10 min. survey)

- Learning which collaborations are most important for what matters to you, such as performance and client outcomes

- Developing insights about how to foster successful collaborations

*The survey is not anonymous but it is ethically approved by the research ethics committee at UCL and is strictly confidential -- no names or identifying information will be revealed as part of the output of the research.

Get Involved Now...

We can’t do it alone, which is why we are asking agencies to collaborate with us and participate.

Please email Blaine Landis at b.landis@ucl.ac.uk to find out more information on how to get involved. For general enquiries please email us at collaboration@marketingagencies.org.uk



Preferred Partners

  • p&mm
  • Fotorama
  • Forrest Brown
  • Protravel
  • Filmology
  • p&mm
  • IYA Studio
  • RedFin
  • Pensar
  • 4DPrime
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