Super-ConnectedPartnerships

Steve GladdisJoint Head Of Planning, MediaCom London@SteveGladdis

Why are we talking about partnerships?

Partnerships win us a lot of awards

Partnerships work the budget hard

Spot advertising Content partnerships

Source: MediaCom Business Science Benchmarks

Average based on 42 campaigns

More and more of them are happening

179% in the last 3 years

33% since 2011

But also, the conditions are right for a new type of partnership…

Media owners are more commercial than before

The entertainment industry is more commercial than before

Personalities and celebrities have become media owners in their

own right

Brands have more to offer the partnership

So the old model is a missed opportunity

Brand gives partner money

Media owner creates a bit of

content

Entertainment partner offers image rights

We should be thinking about

creatingSUPER-

CONNECTED PARTNERSHI

PS

Harper Collins and ClearChannel

Harper Collins and ClearChannel

Characteristics ofSUPER-CONNECTED PARTNERSHIPS

1. They have multiple partners working together

2. There are unorthodox partners – eg the scouts, a YouTube influencer…

3. They are mutually beneficial (not just because money changes hands)

4. They are multi-platform with multiple access points for the consumer

5. They work across all aspects of the marketing mix – ie instore, CRM, etc – as well as comms

Thanks for listening

@SteveGladdis