UK Partnership Panel publishes partnership ‘pre-nup’ checklist

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By Michael Feeley, Founder and chief exec

August 10, 2015 | 2 min read

The UK Partnership Panel, a select group of ten UK partnership marketing specialists formed earlier this year, has created a Best Practice Checklist – or ‘Partnership Pre-nup’ – to assist marketing professionals working in collaboration with another brand.

The checklist offers expert, informed advice on managing partnership campaigns, including:

  • Be realistic about project timings;
  • Campaign objectives do not have to be the same for both parties but each needs to understand the benefits of participating in the partnership;
  • Make sure the partnership is customer centric and there is a clear benefit to the consumer, not just a business gain for the partner.

Tara Honeywell, managing director of Mediator, who chairs the panel, said: "Partnerships are ever more prevalent in today's world, yet there is still very little out there in the way of best practice. One of the reasons we created the UK's first Partnership Panel was to bring the best in the business together to not only raise the profile of partnerships but to create a series of formal guidelines and agreed benchmarks for the discipline.

“The brand partnership best practice guidelines have been developed to help marketing professionals identify, develop, manage and deliver effective partnerships for their businesses. Rather than focus on the obvious, these guidelines provide useful hints and tips of all the things to consider before embarking on a partnership from ensuring the right team is in place to understanding any business restrictions upfront."

The full checklist can be viewed here.

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Mediator Ltd

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