UK’s first Partnership Panel launches new definition of partnership marketing


By Michael Feeley, Founder and chief exec

April 2, 2015 | 3 min read

A select group of ten UK partnership specialists are to assemble once a quarter to discuss, debate and share insight on the evolving role of partnership marketing.

The panel – the first of its kind in the UK - aims to address how partnerships can enable the delivery of brand and consumer needs, as well as explore the creative possibilities of bringing together two brand philosophies for co-created projects.

The inaugral session was held during March at the Camden offices of Mediator Communications and saw the creation of a definition of Partnership Marketing to be shared across the industry, which reads:

“Partnership Marketing is the discipline of brands working together to co-create ideas that are collectively more effective for their businesses and more compelling to their consumers.”

Tara Honeywell, managing director of Mediator, said: “There's no denying Partnership Marketing is on the increase with brands and agencies reaping the benefits from their strategic and tactical applications. That said, there are limited resources available to understand the discipline and how to get the most from it. With this in mind, I’m really looking forward to working with leading figures in Partnership Marketing to share our collective insight and experience through the Partnership Panel.”

Katie Coteman, partnerships director at Discovery Network, said: “Having worked in the partnership space from a number of years from an agency and client perspective its great to have a platform to share knowledge and best practice with our peers. I’m really excited about working with such a collection of experts across a variety of sectors.”

Matt Wigginton, head of corporate partnerships at Whizz Kidz, said: “The launch of the Partnership Panel is a really exciting move in an area that holds real potential for brands of all kinds, charities included. As a partnership professional in the NFP sector, the opportunity to come together with peers from major brands and agencies and create thought-provoking output that celebrates the power of partnerships is brilliant.”

The full list of panellists includes:

Bob Suppiah, director of partnerships, BSkyB;

Tanya Easterman, partnerships & sponsorships manager, Odeon Cinema & UCI;

Andy Pearcy, marketing & communications director, Farnborough International;

Katie Coteman, partnerships director, Discovery Network;

Dino Myers Lamptey, head of strategy, 7Stars;

Adrian Varma, senior partnerships & promotions manager, Virgin Trains;

Tara Honeywell, managing director, Mediator;

Zoe Jobson, publisher, Immediate Media;

Sam Stone, partnership development director, Arsenal FC;

Matt Wigginton, head of corporate partnerships, Whizz Kidz;

Jo Coughlin, head of new business, Mediator.

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