Increasingly, it’s becoming a game for specialists. 

And that’s not a bad thing – it’s what happens when there are so many opportunities, so many channels and so many great tools to master. It’s not that brands and agencies can’t develop the capabilities and talent they need, it’s just a question of resources. Does it make more sense to build in-house expertise on every front, or are you better off picking your battles and bringing in just the right support when you need it? 

The New Collaborators, after all, are the subject matter experts. They’re the keen minds who have narrowed their focus to one important aspect of the process. Maybe it’s about finding new ways to reach a specific target or building the perfect tool or creative to make the most of that exchange. Regardless of how it manifests, it’s all about focusing on the minutia in order to make the most of every opportunity.

Increasingly, brands are being asked to move at the speed of culture, delivering the perfect message at the perfect time. It just makes sense to call in support if there’s a better way to get there.

The 2024 New Collaborators:

SaltXC: The power of connected creativity
M&H: Creating velocity through collaboration
Snap Inc: Building community through AR innovation