Sydney agency GHO bets on collaboration with new Co-Lab
Sydney agency GHO has extended its operations with a division specialising on collaboration with other agencies.
GHO MD Eithne McSwiney is betting the agency’s future on a collaborative model.
The internal innovation facility ,Co-Lab, will be led by strategy director James Legge who joined the agency from DDB where he was senior digital planner at the start of this year.
GHO managing director Eithne McSwiney said the lab would be used to help develop ideas and solutions in collaboration with other agencies and clients
“It will leverage design sprints and prototyping technology to bring ideas to people faster,” she said.
“It all starts with building a like-minded team of creative and strategic thinkers and then augmenting their core skills with a network of specialist partners.
“Our ambition and vision for 2017 is for GHO to be regarded as the most collaborative agency in Australia.”
The concept of agency collaboration has been the topic of debate over the past year after 303 Mullen Lowe CEO Nick Cleaver declared that agencies hated being forced to collaborate with other agencies.
Speaking that Mumbrella Finance Marketing Summit in September Cleaver said collaboration often led to waste.
However, McSwiney said being built as a collaborative business allowed more room for innovation.
“We believe that more than ever before the creative agency needs to continually innovate to stay relevant and survive not to mention thrive,” the agency MD told an audience at a GHO event this week.
“We believe that a basic fundamental cornerstone for innovation is collaboration. And we know from our experience that collaboration achieves greater result, faster and in the long run saves time and money.”
The agency began as a dedicated independent agency servicing the Commonwealth Bank and remains working with the bank.
Other clients include Rest Industry Super, Urbanest and Taylors Wines.
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