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.
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