The case for strategic marketing partnerships

Max Law

Explores marketing alliances or partnership marketing (strategic alliances between companies with different products): their values, benefits and pitfalls.

The case for strategic marketing partnerships

Max Law, of Willox, Holmes & Law, argues that brands should look beyond their own worlds to create fast-track commercial development

Max Law

In March 1996, the National Lottery invited other UK brands to join with it and form marketing alliances. This was an inventive and unprecedented step for such a large, well-known brand.

Was it the cue for an unseemly race as other major brands jostled for position? Well, not quite. Today, over 18 months later, there are just three active National Lottery marketing partners.

Willox Holmes and Law has played...

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