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Brand Partnering Can Be Powerful If It’s The Real Deal

Embracing the uncomfortable has become part of the job description for marketers seeking to better connect with demanding consumers. When CMOs are increasingly tasked with understanding not just how their brand fits into their customer journey today, but how it will in the future, collaborating with a diverse range of companies, talents, and skill sets has never been more important for success.

Wunderman EMEA Chief Strategy Officer Richard Dunn adds that established brands also have their shortcomings and complicate the process of collaboration with their legacy systems, compliance, and unnecessary secrecy. “Too large or complex team structures can slow down the process. Speed is critical, and this means the focus should be on small, agile teams, with the right sort of experience from across the client business and its agencies.”

Read more on Richard's thoughts on collaboration in CMO here.