As the in-house landscape evolves businesses must adapt to new behaviours, processes and expectations. External agency partners also need to embrace this change. The shared goal is to achieve efficiency and effectiveness, but the question remains: how? One default method is for all parties to ‘just all get along’ and, simply 'collaborate.'
Mat O’Brien, Executive Creative Director of Three’s In-House agency, and Aidan McClure, Founder and CCO of Wonderhood Studios share their journey and explore why collaboration isn't always understood and can hinder harmonious creative excellence.
