Author Archives: Doug Collins

Re-Envisioning the Client-Agency Relationship

The Digital Age disrupts the practices and beliefs that gird the archetypical relationship between advertising agency and client. The Procter & Gamble Companies discarded a relic of the client-agency relationship, the creative brief. They seek more authentic engagement that leads to more compelling campaigns. What possibilities do clients open when they move from exchanging information to engaging in co-creation? What role might the practice of collaborative innovation play in redefining roles between client and agency?

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Finding Your D. Money with the Three C's

We prize our time. People who practice collaborative innovation know they cannot monopolize the waking hours of their sponsors and communities. In this article I explore the three C’s of critical question, community, and commitment. Practitioners raise the odds that everyone involved in collaborative innovation will view their time as well spent when they help sponsors address the three C's in authentic ways.

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