“I am trying to break down silos because I really do believe that integration breeds ideas, and collaboration breeds creativity. What we’re trying to do is get rid of those siloes, not just internally but also with our agency partners,” O2 CMO Nina Bibby tells Marketing Week.

“We have really great relationships [with all our agencies], but boy when we get the power of the brains behind those different disciplines together, that’s when the magic happens.”

“It’s great, because what it means is I’m seeing the creativity living, the thinking to inspire the creatives is right there. And we can do it in a very dynamic way. Often, if you’re not together, it takes just that bit longer because you’ll have a discussion with one agency and then go to a different agency, whereas now we can bash them together,” she adds.

“Whenever you start a brief you bring together the agencies and brief them together. The difference here is that it’s a regular, ongoing, consistent co-location. Not everyone is open to that immediately, and at the beginning there were questions over what this would be like, including for us, because we had never done it. But we can already see the impact and benefits.”