Wayne Parrish, chief operating officer at Postmedia Network, stressed the power of team collaboration at INMA’s 2014 World Congress on Sunday.

With the fundamental overhaul in work structure, the power of the organisation is in the hands of the leaders, Parrish said.

“The magic lies not just in the structure, but the way it works,” he said.

Collaboration is key to a team working smoothly and combining thoughts as one unit, Parrish said. This idea is of such importance that Postmedia has sections of its office, such as a cafe, that contain the word “collaboration.” These spaces promote idea sharing among the group.

Parrish feels that along with collaboration, other traits can be a powerful force: “Communication is also critical,” he said.

Postmedia focuses on audience, four platforms, and reducing cost. Parrish also discussed keys for functional leaders that included their temperament and the ability understand the strategy.

“We have a simple strategy and I think that’s important,” he said.

Moving forward with this process, Parrish sees the need to expand upon it to include other parts of the media company’s sales force, where others can also benefit from the strategy being used.

“In the next year, we need to deepen integration of our sales force,” he said.