I’ve never come across a single agency that doesn’t say they’re collaborative. Of course they’re collaborative, who isn’t? So we all know it’s important but how easy is it to collaborate these days, especially when more often than not now we’re not even in the same room as those we are working with?

Well if there is one relationship for which collaboration is an essential ingredient to success, it’s the one between Planners and Creatives. So today, we’re talking to Mo Bofill Partner and Creative Director, and Colin Carroll, Group Strategy Director, at 123 West on adopting a collaborative mindset.