Cliff Crown has been featured in Marketing Magazine, 3 September 2008, for his letter on brand partnerships:
Dear Editor,
As the ‘credit crunch’ continues to dominate the headlines, it is unsurprising that marketing teams are pooling their resources to launch cooperative marketing campaigns (When brands meet their match, 13 August).
The number of companies choosing to team up with other brand names appears to be increasing, whether they may be relevant to their own core market or in alternative areas such as The British Airways collaboration with Unicef to promote the ‘Change for Good’ campaign.
While this route may appeal at present to marketers, who are feeling the financial pinch and relish the prospect of having more money in the pot, it must be remembered that a key priority in an economic downturn is to keep a campaign heavily targeted so that marketing initiatives appear in the right place and at the right time.
When financial fortunes eventually change, marketers do not want to regret any hasty product marriage choices made during the weakening economy. When budgets begin to escalate once again, it is important that both brand heritage and long-term marketing goals are as strong as ever and have not been diluted due to poor short-term partnership decisions.
For further information please contact Cliff Crown, Head of Vantis' Media Group, or complete and submit the online form below.