Why adding a third partner will add, not dilute...

Here’s one… A trend I’m predicting to gather momentum this year is the inclusion of a third party to partnership marketing. As the creative standards grow within the sponsorship sector, the demands for uniqueness and originality grow with it.?

I’m not suggesting that a conventional Brand x Rights Holder engagement is insufficient - far from it. What I’m seeing is a greater opportunity to connect and inspire by folding a third ingredient into the mix.?

Like many trends, this is one I’ve seen bubbling up under the surface within various sub cultures. One of particular note is the masterful work of the Shoe Surgeon. This artist has forged an incredible niche by dismantling our favourite sneaker brands and re-building them with a bespoke twist. Be that another fashion brand, or even a confectionary brand, the results are captivating and unique.?

So what can this third element look like? In my opinion, it doesn’t always need to be another brand - it could be - but another element that brings additional equity to the outcome. It could be a person, a media channel, another property or indeed another brand.?

Arguably, we’ve seen examples of this third pillar for a while, but I’d also argue this was more default than design. The role of ambassadors sitting across multiple sponsorships is a good example. Where I see the potential value is by building these outcomes from the ground up and thereby adding specific elements together with a clear idea in mind.?

I’ve been working with a business in the US recently and have made this third element a core part of their partnership marketing strategy. It’s a simple addition to a strategy that acts as a turbocharger, not a straightjacket. We’re currently working on some exciting campaigns that bring these two other elements into play, and I’ll share outcomes when it’s suitable to do so.?

In the meantime, have a think about what brand, person, channel or technology you can add into your campaigns to bring a new and unique element to the execution. I’m fairly certain it’ll pay dividends.