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.
Fedrigoni 365, a project to commemorate the year 2018, brings together 365 unique contributions by leading UK-based creatives in its annual calendar. It was a huge honour for The Partners to be invited to design November 11 - a day to remember our fallen heroes.
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.
The newly launched WPP Sports Practice offers sports brands, rights-owners, and event hosts a global entry point to the very best of WPP’s sports expertise. We were asked to create a brand that would capture the versatility of this offer and reflect the dynamic nature of the world of sport.
Join us for our Partners' Partners event with Marcus Lyon and Jim Sutherland to explore the notion of identity and hear the story, and stories, of Somos Brasil - a project that documents over 100 Brazilians through photography, recorded sound and DNA sampling, to define an identity of a truly global nation.
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?
We are proud to share our new brand for Tehnosila, Russia’s largest technology retailer, has launched in St Petersburg last month.