Ever wonder how an all-star sports team can come together to win, even if they haven’t played together before? Or how musicians can simply jump onstage and jam? The secret is they have a mindset — and a process — that supports great collaboration.
It’s surprising that in the shopper marketing space, where so many entities have a shared stake with the consumer, good collaboration remains rare. At first glance, some fault differing agendas among retailers, manufacturers and agencies