In an article on ‘being open' in the Financial Times, their digital correspondent Tim Bradshaw describes how companies are trying to engage partners, suppliers and consumers by revealing their process and inner-thinking.

Indeed, at a time when many companies’ investments in innovation are being cut, technology and media companies are showing that there can be advantages in harnessing the ideas of customers or even competitors.

The principle has been extended beyond technology and applied to organisational structures. For instance, new kinds of advertising agencies are springing up that replace the vast, all-encompassing networks of WPP or Omnicom with something more informal and ad hoc.

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