Media partnerships, where brands, their agencies and media owners work together to create paid tailored editorial content that adds value for both the brand and audience, are becoming a more popular choice when planning marketing campaigns. Media owners, agencies and clients are all growing their expertise in this area, leading to increases in investment.
Partnerships can be an attractive proposition for brand owners and their agencies, especially where there is a desire to stand out among advertising clutter, to solve problems that advertising alone cannot, or to create content that consumers would actively seek to consume. Brands have always sought...
