Better Together

Finding that perfect brand partner

Kara Melchers

Managing Editor, BITE Creativebrief


Partners are often found in unexpected places - found theirs on the Underground. They recently sponsored the Baby on Board badge and created a bespoke catalogue as part of a partnership with TFL.

Sometimes your perfect partner can be from the other side of the tracks. In July last year Sotheby’s, the high-end auction house partnered with eBay, home of the 99p bid. “Sotheby’s is one of the most respected names in the world. When you combine its inventory with eBay’s technology platform and global reach, we can give people access to the world’s finest, most inspiring items – anytime, anywhere and from any device,” said Devin Wenig, President of eBay Marketplaces.

Great partners complement each other by bringing something equally important to the relationship. To quote IBM on their recent partnership with Apple, “It brings together the analytics and enterprise-scale computing of IBM with the elegant user experience of iPhone and iPad to deliver a new level of value for businesses.”

Brands have more to bring to partnerships than they used to – a community of users, social media followers or even their own content platforms. By teaming up with Spotify, Uber has enabled customers to choose the soundtrack to their ride whilst growing both communities. This month Uber aligned with UN Women, pledging to create 1m jobs for women drivers by 2020. A move that not only grows the brand on a global scale but also accelerates the economic opportunity for this gender.

A successful relationship is not always obvious on the surface, it’s what’s underneath that really counts. A partnership built on truth and authenticity rather than money can make both brands stronger together.

Read on for examples…

Skype gets Collaborative with Victoria Beckham

Since launching 10 years ago Skype has evolved into a sophisticated collaboration tool, however it is still best known for video calling friends and family. Skype wanted to demonstrate its capabilities to a younger, tech-savvy audience.

To showcase the lesser-known features, a new editorial platform was designed to inspire and enable young creatives in the fashion industry. This demonstrated how the technology can help support their creative ambitions.

In just three months an in-house editorial team created hundreds of exclusive articles, interviews, behind-the-scenes videos and insider tips to give emerging talent a unique insight into the world of fashion. This included an exclusive partnership with global icon Victoria Beckham. Skype has been integral to the rise of her eponymous brand, helping her to work between the UK and US. Her fashion story was brought to life as a documentary, which crossed into real-time via Skype giving fans the opportunity to interact with Victoria and her team during New York Fashion Week.

Agency: Sunshine, London

social media impressions

Gentlemen of Saville Row drink Chivas

Chivas and Saville Row create the perfect partnership for the Modern Gentlemen. With a heritage stretching back to 1801, premium scotch whisky Chivas Regal wanted to engage a younger style-conscious audience.

Over the course of a year the campaign was brought to life through a series of exclusive experiences, films, photo essays and social content, with the likes of GQ, Lord’s Cricket Ground and some of the UK’s most infamous style commentators and celebrities.

Agency: Kameleon

Victoria Pendleton is #SwitchingSaddles for Betfair

The ultimate challenge for the ultimate athlete, Olympic cyclist Victoria Pendleton has joined forces with Betfair and will train to ride in the Foxhunters Chase at Cheltenham 2016. Fans can follow the campaign on A partnership that will give Betfair a platform to talk to a wider audience throughout the whole year leading up to their pinnacle event.

Agency: Pitch

P&G AND CBBC ENTICE mums to Alton Towers

Research showed Alton Towers Resort needed to attract more mums with young children. In 2014 they partnered with CBBC to launch CBeebies Land. To further encourage mums to visit they needed a second partner and P&G ‘A proud Supporter of Mums’ was their ideal match. Through on-pack promotions they were able to reach over 50 million mums with incentives to visit. The partnership enabled Alton Towers Resort to achieve £1m+ in media value and P&G products featuring the promotion experienced significant sales uplift.

Agency: Mediator

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