If you played the ‘Buzzword Bingo’ game at any agency’s credentials meeting, a few words would no doubt crop up regularly. Integration, no doubt. Effectiveness, and creativity, you’d hope. And of course collaboration.  The C-word. What agency in town wouldn’t claim to be collaborative these days? And what client wouldn’t seek this from their agency? But what is really meant by collaboration?  And how often is it used as a euphemism for something else?  Like so many buzz words