Steve Gladdis, Joint Head of Planning and MediaCom UK opening presentation of the conference explains the concept of Super Connected Partnerships

1. Super-Connected
Partnerships
Steve Gladdis
Joint Head Of Planning, MediaCom
London
@SteveGladdis

2. Why are we talking
about partnerships?

3. Partnerships win us a lot of awards

4. Partnerships work the budget hard
Spot advertising
Content partnerships
Average based on 42 campaigns
Source: MediaCom Business Science Benchmarks

5. More and more of them are
happening
179% in the
last 3 years
33% since
2011

6. But also, the conditions
are right for a new type of
partnership…

7. Media owners are more
commercial than before

8. The entertainment industry is more
commercial than before

9. Personalities and celebrities have
become media owners in their own right

10. Brands have more to offer the
partnership

11. So the old model is a missed
opportunity
Brand gives
partner money
Media owner
creates a bit of
content
Entertainment
partner offers
image rights

12. We should be thinking
about creating
SUPERCONNECTED
PARTNERSHIPS

13. Harper Collins and ClearChannel

14. Harper Collins and ClearChannel

15. Characteristics of
SUPER-CONNECTED PARTNERSHIPS
1. They have multiple partners working
together
2. There are unorthodox partners – eg the
scouts, a YouTube influencer…
3. They are mutually beneficial (not just
because money changes hands)
4. They are multi-platform with multiple
access points for the consumer
5. They work across all aspects of the
marketing mix – ie instore, CRM, etc – as
well as comms

16. Thanks for listening
@SteveGladdis