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

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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.

Content created with:

Mediator Ltd

Mediator is an independent partnership marketing agency committed to delivering the most creative and strategic partnerships in the industry.

We believe every brand has assets, whether that be their brand equity, content, channels or simply their customer. By utilising these assets brands are able to achieve their marketing objectives in a more effective way.

We work with a wide range of clients, all of whom have a variety of business challenges, which need very different solutions. Predominantly we focus on delivering partnerships for our clients that fall into four key areas:

Amplification - reaching audiences in a more commercially viable way. Promotional - the smart approach to delivering sales promotions that work. Acquisition - using a partner channels to access more of your target audience. Consultative - using our experience and skills to devise the right partnership strategy for your brand.

We use a combination of industry smarts, strategic rigour, bespoke software (Partnership Engine™) and creative flair to get to the heart of the problem. All of that, coupled with an energetic team who are as good at delivery as they are at planning, makes for hard working campaigns that reach people in any number of ways.

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