The Power of Branded Content Partnerships
As a proud partner of EffWeek 2017, the BCMA is hosting a session at the IPA’s Satellite event on Friday 13th October about the Power of Branded Content Partnerships.
Partnerships deliver huge value for brands, platforms and consumers. DW Fitness First occupies a unique position in the UK fitness market, combining an extensive retail estate and gym network that promotes sports participation at all levels. Sky is the UK’s leading platform for sports entertainment and both share a common goal in encouraging the UK population to get involved in sport and fitness at any level. The fact that, effectively, they both are subscription businesses offers an even deeper level of partnership opportunities.
Electric Glue has created a communications ecosystem whereby the “Great Starts Here” creative idea from Hatch is supercharged by the combined effect of bringing together the partners’ extensive range of touchpoints with consumers including originated and sports action content. Collectively, we have created a strategic partnership that is multilayered, from Advertising (for Brand awareness) to Sponsorship (creating Saliency) to Co-promotion (for Response) through to tactical opportunities to drive specific sales propositions. Both partners and third party affiliates also offer a huge depth of data that allows us to measure, extend reach and increase our targeting efficiency and capability as the partnership develops.
Introduction: Andrew Canter, Global CEO, BCMA
Presentation: Simon Orpin, Founder/CEO, Electric Glue
Paul Barrett, Head of Commercial Partnerships at Sky Media