CANNES: Who's idea is it anyway?

The great thing about Titanium is how it delivers on the principle of collaboration - a toshiba case study was developed in partership with a space engineering company, for example. And there is no doubt that the more amazing the ideas, the more interesting and even bizarre some of the partnerships. But do we as agencies get the hang of collaboration? Beyond the walls of the office? Do we know when to get partners involved and are we prepared to let go of our ideas and share the fame? If we want to become part of the world of engagement communications, we have no choice and we'd better figure it out - fast.