By Seb Joseph

The Marketing Agencies Association (MAA) and DigitasLBi have joined with scholars from University of Cambridge, UCL School of Management and Dotworks to come up with a robust definition of collaboration for modern marketers.

The success of the venture is predicated on how many agencies across the industry complete a 15-minute survey on what collaboration means to them. From these responses, the participating parties hope to define the value of collaboration within the industry, revealing what separates successful, productive collaborations from less successful ones to help standardise this across the industry.

It dovetails with the MAA’s wider efforts, and will see it call Read full story ›

Source: The Drum