Alright, the need to integrate marketing and comms work these days makes a world of sense, trust me, I get it, but you know, when that need requires competitors to come together and work directly with each other, perhaps in ways they might not otherwise, it really forces you to rethink what were once comfortable business boundaries. Case in point, I’m spearheading a social media program and working with an ad firm (that offers social media services), a PR agency (that offers social media services) and a web shop (that, yes, offers social media services). It’s unique for sure, and yeah, at times, it tests an already unhealthy paranoia most service folks have over their IP, but it’s also becoming more common, especially in this market, so maybe in an odd sort of way it’s just slowly turning into the new normal?
