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Brand partnerships

Brand partnerships involve 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. Partnerships can, in some respects, overlap with old-fashioned 'sponsorship' of a media property. The opportunities for and value of partnerships are greatly enhanced by digital media.

Key Reading

Important papers from across the Warc database

Jenni Romaniuk of the Ehrenberg-Bass Institute discusses the circumstances in which it is beneficial to feature multiple brands in an advertisement. This can be done by featuring with a parent brand, a partner brand or a competitor.
The emerging trend of 'crowd companies' – brands looking to partner with customers and organisations.
Describes the new types of partnerships that marketers need to succeed in the digital era.
A guide to how partnering can help a brand build up its customer base.
A Best Practice paper on partnering with a certifier to highlight a brand's commitment to a good cause.

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