At its best, partnership marketing is the co-creation of ideas to make both brands more effective, compelling and useful to consumers. Our Marketing Manager, Harriet Ghaui, takes a look at cases ranging from Red Bull and GoPro to Magnum x Moschino, and shares five ways for businesses to avoid trading in their long-term brand equity for a short-term sensation.
As an agency that champions the power of ideas, it’s no wonder that there are some out there that we wish we could call our own. Ideas that are beautiful and mind-blowing in their simplicity, colossal in their ambition, or ones that harness deep, human truths. Here are just a few of those leading lightbulbs.
To celebrate the life of Ivan Chermayeff, we would like to publish an excerpt from a conversation with the legendary designer, from the latest edition of A Smile in the Mind.
Greg Quinton, The Partners Chief Creative Officer, writes in Computer Arts about creativity as a tool for change that starts at the core of the business, from the big idea at the top to the tiniest of details at the bottom.
Advertising legend William Bernbach said, “Creativity is the last unfair advantage we're legally allowed to take over our competitors.” The most valuable currency in business isn’t technology, or offices, or even talent, which will always come and go – it’s ideas. Ideas solve problems. Ideas invent what’s next. Ideas inspire people. Ideas last. And best of all, anyone can have them. For free.
Most marketers and brand managers will know intuitively that once you identify the core ‘brand language’ it would give the brand a lucid sense of purpose that has clear strategic imperatives. But if the smart and succinct wording is recognised as best practice for brand strategies, why – more often than not – do we see reams of overcomplicated text instead?
All brands aspire to become iconic, but very few achieve it. Uri Baruchin unpacks three patterns that successful brands have in common, looking at how the likes of Mastercard, Airbnb, Spotify, Snapchat, and Coke have pared down their logos and identities in the hope of creating better cut through in digital environments.
Writing for Lecture in Progress, junior designer Ned Image recalls his first year and shares his learnings on portfolios, placements and explains why it's important to be patient.
Consumer attention is a precious commodity, an increasingly precious one in an age where ‘digital amnesia’ is becoming a common reality. Our Marketing Manager Harriet Ghaui questions whether misusing emotion in the short-term scramble will trip brands up down the line.
There’s no innovation without failure, so why do organisations find it so hard to let people fail? Head of Strategy Uri Baruchin invites businesses to think of it as 'sustainable failure' and explores how agile experimentation can lead to success.
What do brands set out to achieve? Is social purpose greater than – and therefore separate from – basic function? Our Associate Strategist Matilda Scullion addresses the relationship between purpose and profit in business.
The demands from leadership have never been higher. Head of Strategy Uri Baruchin draws on both ancient and new leadership approaches, in his most recent article for Virgin, making the case for a more integrative view and outlining four principles for businesses to facilitate the flow of ideas.
Our Design Director Scott Lambert reflects on his week in Mumbai judging for this year's Kyoorius Design Awards and shares his five key takeaways for creating work that's unforgettable.
Nearly 20 years after the big FMCG and Telecom groups consolidated their brand portfolios, professional services firms are facing a similar challenge. Uri Baruchin, Head of Strategy, takes a closer look at what is driving brand proliferation and offers a clear solution to untangle the web.
Our Account Director, Danley Stone, explores the rise of me-commerce and gives real-world examples of brands working to win favour in an era of increasingly demanding consumer behaviour.
Last week our Design Director, Kath Tudball, gave a talk at D&AD Design Creative Lab, unpacking her creative thinking style, pointing out the importance of letting your mind wander, and encouraging everyone to make a virtue out of a problem.
Our CEO, Jim Prior, writes in Finance Digest on the history of banking and why financial services organisations looking to break from the problems of their industry’s recent past and drive advantage for themselves in the future, need to be braver and more meaningful in the ideas they choose to position themselves around.