Rolex! I doff my cap...

Here’s one… one of my greatest gripes with the partnership marketing industry as a whole is the general lack of foresight and conviction driving what we do. For the most part, we’re an afterthought; left over budget or ‘a good fit at the time’.?

we’re an afterthought; left over budget or ‘a good fit at the time’        

Growing up, my dad would often say to me “you get out of life what you’re prepared to put into it…”. He’s not wrong, and to this day I find myself asking this question of our industry all the time. Are we putting in an adequate amount of time and effort for the level of ‘result’ we’re looking for…?

This week's thought shares an example of ‘putting in’ that literally floored me. I was in the Rolex store in Martin Place, Sydney back in January. As I was about to leave as the heavens opened, and decided to wait inside until it passed. By the door I noticed a book, a book about sponsorship…

As you’ll see from the photos and film, this wasn’t just a cobbled together book, but a beautifully considered narrative about the history of Rolex sponsorship. It outlined the brand belief, its first foray into supporting ambassadors (with its alignment to Mercedes Gleitze) and chapter by chapter how their role and contributions have shaped culture and our connection to it. It’s a combination of stunning photography, first class copywriting and stunning art direction.

I left the store brimming with excitement at what this book represents to our industry. It’s the evidence we need to see as to the merits of ‘putting in’. This is all about integration. It’s all about making your partnerships a greater focus of how you connect. It’s all about showing the pride and appreciation you have for your partners, and what they mean to you.?

I’m sure this isn’t the only such example, but I’m also bloody sure you could count the others on one hand… Producing something like this takes significant craft, effort and attention to detail; three virtues one often associated with the Rolex brand itself. Go figure…

Here’s the thing… More than a beautiful book, this is the manifestation of some fundamental principles we should all consider:?

1. What is the vision and narrative driving your approach to partnerships?
2. What is your approach to alignment such that you have longevity in mind?
3. What does the sum of parts (your portfolio) combine to say about your brand?
4. What’s the most compelling way to integrate and celebrate your partnerships?

If you find yourself in Martin Place, go see this book for yourself. I was standing there reading this book way beyond the length of the deluge, and if there was a seat close by I’d probably still be there now (I’m a slow reader…).

What a shining example to us all. Thanks Rolex...