So, how many advertising people does it take to change a light bulb? Or put another way, to bring a brand to life? Until relatively recently, the answer was simple: however many teams the creative director threw at it. Creativity has always been about collaboration. In the case of advertising, it’s usually the collaboration between an art director and a copywriter. Traditionally the hallowed pair would work in solitary confinement, protecting the ownership of their ideas from everyone bar the head honcho and praying that their ideas would be the ones to go before the clients, to win the pitches...