Some would say that it is detrimental to your brand if you connect with and even work together with similar companies via a partnership. But more and more, it is crucial to wake up and be open to that. Competition is healthy, but so is that connection. Ideas can spread and grow for both companies as a result. Plus in the eyes of your customer, it looks good on you. It show you are not closed-minded and the diversity of thought is encouraging.
Digital is a HUGE space and there is a lot of companies out there. Partnerships are key to enable you to cross-market your clients. Maybe your partner agency doesn’t provide a service but you do? Maybe you don’t provide a service but your partner agency does? This opens up the possibility of referrals and to the customer now they have two companies in their arsenal.