Outside of marketing, you see that the most successful businesses blend seamlessly with the competition. Apple uses Samsung processors in its iPhones.1 Canon supplies photocopiers to Kodak.2 Toyota and Suzuki have pooled their technological resources.3 Our industry is no different, especially as content marketing enters an era of refinement and the expectation and investment for quality content is greater. Every agency, media company, and social platform has its own set of advantages—and to think any one company will reign supreme forever—is extremely foolish. At the end of the day, we work better together than separately, and in the future, I envision our work becoming even more fluid than it is now, especially with legacy media compani...
Collaboration at the agency level will be required.
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