But it's a challenge, when you have three agencies, one of which is an 800-pound gorilla, to get the collaboration right.
And Rapha has recently got into the collaboration game, working with noted cycling aficionado Paul Smith, as well as the talented up-and-comer Christopher Raeburn, whose brother Graeme happens to be a product designer for the brand.
"Here, people actively participate in idea development, self-select the ones that will get invested in the most and get the most collaboration on".
It doesn't get the serendipitous collaboration across company silos that many other businesses enjoy.
video, a dramatization of her song about a sex fantasy involving an alien, that got the most nominations: best collaboration, best art direction, best editing, best special effects.
I won't dwell too negatively on this year's Electric Proms as I get the impression that the less imaginative collaborations got the most airtime: I saw plenty of Oasis Vs the Crouch End Festival Chorus but little of Coldcut Vs the BBC Radiophonic Workshop.
A large part of the personnel never got the opportunity to practice synchronous collaboration.
The "Redefining Realness" author gave the interview in conjunction with the "It Got Better" collaboration with Lexus.
It can be tricky – especially in the arts – but there are some rules of engagement that should be considered when looking to get the most out a collaboration of this kind.
There might be a clip from YouTube, the video-sharing Web site, of an evening news report on the crowd lining up to get the latest Stash-Nike collaboration from a boutique in San Francisco or of local teenage skaters showing off in free Hundreds T's.
