UK Partnership Panel pushes partnerships to the forefront of campaigns

The UK Partnership Panel is an impartial body representing partnership marketing within the advertising and marketing community.

The panel is made up of partnership experts from a range of industries including TV, media, consumer product, tech, telco and not-for-profit, who in turn provide a cross section of experience with a well rounded view of Partnership Marketing.

The panel exists to share knowledge, best practice and insight into the discipline, with the view to encourage outstanding partnerships and push partnership marketing to the forefront of the marketing mix.

Panelists meet on a quarterly basis to cover important topics and work through tools and insight that can then be shared to help educate and support marketing professionals when embarking on partnerships.

At the most recent meeting Tara Honeywell, managing director of Mediator and co-founder of the UK Partnership Panel welcomed the new panel members, Scott Radcliffe, senior partnerships manager at Sport England and Jennifer Kelly, senior consumer marketing manager at Casio UK.

Scott Radcliffe said: “Partnerships are an excellent way for government, or agency bodies to enter into the commercial world. Partnerships help these organisations grow their profile through other brands.

“For example, ‘This Girl Can’ campaign had to be open to everyone. It had to be inclusive, so that women could buy into what the campaign stood for, which is tricky to measure. Partnerships allowed this inclusivity and open minded feel to the campaign. We are keen to learn and keen to help this sector grow.”

Lindsay China, partnership controller from NOW TV commented: “Three years ago, I was out pitching to brands to convince them to partner with us, now we receive calls weekly. It shows how the appetite for partnership marketing is increasing. Each sector wants and incentive to drive customers and brand awareness, to give that point of differentiation in partnership marketing.”

To date the UK Partnership Panel led the debate into the definition of what partnership marketing is, co-hosted an IPM Partnership Marketing Conference and developed best practice guidelines to aid marketeers when approaching a collaboration.

If you’re interested in using Partnerships to help your brand grow and keen to know more join the UK Partnership Panel LinkedIn group to follow updates, news and insights.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.