Collaboration – it’s everywhere 10th August, 2010

 

A new wave of marketing seems to be emerging everywhere.  Collaboration, synergy, sponsorship, integration, partnership, engagement, and branded content are terms heard on a daily basis.  You could even argue that the UK government is joining this shift in marketing by uniting two different parties to reach one goal – although that might be a little bit harder to argue.

It seems obvious that this shift has been made so apparent because of the recession – brands and marketing teams are now forced to find new ways of obtaining the same results with half the budget and half the resource.  Partnerships have proven to be the perfect solution.   By partnering with engagement at the core, brands are able to achieve more than what they could have achieved alone.

The most interesting thing about this shift is not the shift itself, but the outcome, which will ensure this shift will continue well after we are in recovery.  An outcome which has seen a more engaged audience, more innovative marketing campaigns, and strategic partnerships across all sectors and channels.

This outcome has been so influential that ITV now have a Content Partnerships department, independent films are signing sponsorship agencies to generate funding, and multi-national agencies are starting specialised sponsorship divisions to grab some of the market share.  Professional associations, product launches, independent films, and band tours are now realising how beneficial these types of sponsorships are.  Sponsorship funding is a multi-billion pound industry in the UK and everyone wants to get a piece of that pie.

But the best part about shifting sponsorship insight into the mainstream is the value – done well, these partnerships add value to all parties involved.  The rights owner receives additional sponsorship funding, the sponsor receives a receptive targeted audience, and the audience receives added value through more engagement with the event.  In a win-win-win situation, I anticipate sponsorship and collaboration in all forms to continue to grow well into the future.

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