Ad Venture: On the brands partnering with startups and reaping the rewards

This article looks at the issues involved in working with unproven startups, with a high rate of failure, but their size and lack of tradition means they can solve problems that older, bigger companies can't.

Ad Venture: On the brands partnering with startups and reaping the rewards

Ryan Dinger

While there's risk involved in working with an unproven partner, a new study reveals a number of brands are partnering with startups and reaping the rewards

The startup market is a volatile one. Nine out of every 10 new ventures fail, according to an analysis by CB Insights. Hectic, often unstable, startups — some of which disappear virtually overnight — can be risky partners for established companies. But startups are sometimes tiny whirlwinds of innovation and creative thinking that can solve problems in ways larger companies...

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