Current ways of collaboration in the digital advertising world A study of possibilities of facilitating ongoing advertising campaigns in direct partnerships between brands and digital production companies

In the current world, many spheres of life are constantly changing. It can be agreed upon that big portion of changes is caused by innovation and digitalization. In the field of marketing and advertising, any innovation plays significant role and digitalization changed the industry enormously. Ongoing developments brought shift from occasional to continuous communication, from traditional platforms to new media and new channels, from automated or even random communication to highly personalized one. Ongoing advertising campaigns currently seem to be the main way of commercial communication, and therefore they are paid rich attention to. With their emergence and shift in need of design, production and performance also comes a need for new, more efficient ways of production of such campaigns. It has been suggested that such production could be achieved by implementing theoretical findings and new business model, however it has not been attempted yet. We aimed to change that with our research, by collecting data relevant for the topic from industry experts. The results derived from our research provide insights into direct collaboration between brands and digital production companies. They shown to be based on forming and maintaining strategic partnerships with foundation of ongoing communication and clear mutual expectations, and nurturing value cocreation by building friendly, transparent, mutually beneficial environment with space for creativity and open dialogue.