The Covid pandemic forced brands and marketers to rethink - and to some degree reinvent - their marketing approach in order to survive and deliver impact. Collaboration between media and brands took off during this period. However, in a post-Covid future, has the urgency for partnerships faded as brands choose to consolidate or expand their offerings on their own once again?
Global strategy partner at Wavemaker Worldwide Shaun Frazao pointed out that brand partnerships pre-date the pandemic. However, when budgets were slashed during Covid, many brands saw the power of collaborations to make budgets go further. Media is now being consumed differently, which is making it that much harder for brands to attract attention, said Ryan McFadyen, co-founder and strategic head at HaveYouHeard. He added that one of the most successful collaborations has been Netflix’s partnership with Formula One’s Drive to Survive series.
Instability is unlikely, agreed the panellists, though agencies will, inevitably, need to reinvent themselves and rethink their role and the way they operate.
France Dernières Nouvelles, France Actualités
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Will a hypercompetitive world create instability in the advertising market?Collaborative brand partnerships allow brands to leverage off each other’s strengths. sounds very dodgy like price fixing and collusion at the expense of the consumer.
La source: FinancialMail - 🏆 20. / 63 Lire la suite »
Future of Media: Will a hypercompetitive world create instability in the advertising market?Watch the Future of Media webinar, as we examined what the collaborative marketing space has looked like since 2020, and how to expect business models to evolve further in 2022
La source: FinancialMail - 🏆 20. / 63 Lire la suite »
Future of Media: Will a hypercompetitive world create instability in the advertising market?Watch the Future of Media webinar, as we examined what the collaborative marketing space has looked like since 2020, and how to expect business models to evolve further in 2022
La source: FinancialMail - 🏆 20. / 63 Lire la suite »