There is increasing pressure on all universities to increase the volume and depth of collaborations with industry. This can be challenging, especially where universities are in competition with each other. This case study will demonstrate how the University of East Anglia has taken a novel approach to increase collaborations both locally and nationally, and provide specific tools and techniques that can be applied in any setting. The case study is also underpinned by 3 theoretical frameworks drawn from the UK and US which will be evaluated, thus providing a basis for audience members to transfer the subject of the session to their own local environments. The session will address not just the work undertaken but also address what worked well and what didn't, how the approach can be developed further and the skillsets required for success. The 3 frameworks referred to above and which will be covered are: Tomas Coates Ulrichsen's Capabilities for Knowledge Exchange, UK, The Corporate Engagement Process from Network of Academic Corporate Relations Officers (NACRO) and the Partnership Continuum developed by Wayne C Johnson, Former VP for University Relations as Hewlett Packard (HP).