Collaboration is the new competition, at least if you listen to any number of speakers on the marketing industry conference circuit. But it’s easier said than done.
Brands struggle to arrive at a vision they and their publisher, agency and start-up partners can agree on. Publishers, meanwhile, have trouble finding the right fit in terms of brand partners. Tech startups wish that their publisher and brand partners were more flexible. And agencies try to play the perfect matchmaker in making sure the rest of these collaborations happen smoothly.
Executives from the brand, agency, publishing and start-up world came together to discuss partnerships and collaborations over a breakfast event Wednesday. Digiday caught up with one representative from each side — brand, publisher and agency — to talk about what their biggest challenges were when it came to collaboration.
Tina Wung, Digital Innovation Brand Manager, Anheuser-Busch InBev
“The biggest challenge for collaboration is that we need to make sure that all the stakeholders have the same objectives and the same vision. Digital innovation is such a new space that everyone wants to mine and succeed in, but everyone from the agencies and startups you collaborate with have their own goals in mind. So the most important thing is to make sure that everyone is aligned to the same vision and is trying to solve the same problem.”
Mike Rothman, founder of parenting website Fatherly.com
“The key is general alignment of vision and finding the right fit. It’s like dating before marriage. A lot of brands, say a hair loss brand for example, might want to reach men over the age of 30, but might not be the right fit for us when we’re trying to be an aspirational brand. Also campaigns today are a lot less transactional, now the content is evolving and campaigns last for a longer time.”
Vishal Sapra, vp of global brand development, MRY
“The biggest challenge in collaborating across brands, publishers and start-ups is that everyone is thinking about the solution they bring to the table instead of starting with the business challenge that needs to be addressed. Agencies, publishers and platforms are all coming up with creative ideas and agencies need to stop being precious about the creative and remember good ideas can come from anywhere. Every brand wants to talk about innovation but not every brand is committed to it — from a financial or resource perspective. Brands need someone to be accountable for innovation.”
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."