Making brand collaboration work: Lessons from Sky and Disney
Brian CarruthersWarc
The most effective brand collaborations are more than a mere badging exercise and a good brand fit between the parties involved helps greatly. Sky and Disneymedia+ offered a good example of this process in action at Marketing Week Live, held in London in June 2014.
The route to a campaign that left both sides enthusing effusively about the partnership had a slightly fortuitous beginning. Sky had previously enlisted Hollywood celebrities – Al Pacino, Bruce Willis and Jennifer Anniston – in a series of ads for its Sky Broadband...