by Robert Frith, creative director, Ithra
From public relations and advertising to media and the broader communications industry, collaboration forms the backbone of our business. Whether we’re tapping others to help tell our story, or consulting others in the telling of theirs, it’s nearly impossible to develop compelling and relevant narratives in isolation. In fact, communication – in the formal and informal sense – is based on two entities coming together, privately and publicly.
It’s not that farfetched to think of ourselves as individual brands in our own rights, working with brands that collaborate with other brands on the macro and micro level. In recent years,
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