Download - MediaCom at Mediacom Engage October 2013
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