What we know about brand partnerships

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Brand partnerships are permeating every aspect of brand-building whether it be media strategy, content creation, sustainability efforts, shopper marketing or product/business model innovation. The opportunities for, and value of, partnerships are greatly enhanced by digital media.

Definition

Brand partnerships are two or more brands collaborating for mutual benefit. Partners can be other brands, retailers, not-for-profits, entertainment properties, media properties, events or even stars. For the purposes of this briefing 'brand partnerships', in some respects, overlap with old-fashioned 'sponsorship' of a media property.

Key insights

1. Partnerships can help to tackle social causes with credibility

Many of 2021’s WARC Awards for...

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