Alchemy, Chemistry and Collaboration
Brands are increasingly bypassing agencies to talk directly to the creatives with good ideas and a hunger to experiment
Across the mediascape, big players are being forced to be entrepreneurial: to find new routes to reach new audiences in new ways and to create meaningful experiences
Exploring the less trodden routes can unleash financial benefits, but can enable genuinely creative experiments beyond the formulaic campaign options offered by risk averse agencies
Daring brands are approaching and commissioning indies, and the more daring still realising that putting two talented indies together can lead to a product far greater than the sum of its parts
Collaboration can, on the other hand, be explosive in all the wrong ways if the chemistry is wrong
This session brings together publisher and practitioner to explore the joys, pains and realities of partnership from both sides of the formula