by: Richard Hunt
This is a suggestion that is greeted with cynicism by clients in this country. Often the agencies have only themselves to blame, since they use the phrase without really demonstrating that they can contribute more than advertising proposals. However in Copenhagen we saw some examples. One which seemed to get everybody interested was presented by Crispin Porter + Bogusky, on behalf of their airline client SAS. They described how they had pointed out to SAS that some journeys inside Sweden are just better made by train. Why therefore spend money fighting a major competitor ( SJ -Swedish Railways), why not instead collaborate? So this is what they are now doing. The two companies sell joint tickets for certain routes, and SAS will assist customers if they are delayed by an SJ train, in the same way as if the customer had chosen to fly SAS. The agency presents this as a more ‘transparent’ approach to competiton, which implicitly strengthens SAS advertising claims in other cases, because it is building trust.