19 years at FIFA, a six-year MAMA title deal that pulled 400 million viewers, and a 25% lift in Hong Kong cross-border spend during the awards weekend; Danielle Jin, on why a brand designed to be invisible is going all-in on football, K-pop and gaming.
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brand partnerships
'In the best-case scenario, you don't think about us at all': Visa's Danielle Jin on marketing an invisible brand
brand partnerships
cmo conversations
cmo interviews
cmo powerlist
visa
Jacob’s Creek assigns global creative account to Special London
agency partner
brand partnerships
Agency also won global creative duties for fellow Vinarchy brand Hardys in March.
Jaguar Land Rover appoints WPP: inside the new model
agency partner
brand partnerships
jaguar land rover
wpp
Car retailer confirms appointment of WPP.
‘If the world only remembers we sponsored the World Cup, we've failed’: Lenovo’s FIFA play
brand partnerships
Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.
Why the NikeSkims brand partnership is one to watch in 2025
brand partnerships
kim kardashian
nike
skims
With around 40% of Nike’s customers being women, Skims has been testing the waters of the sports space for years.
Maotai halts its collaborations: A lesson in retaining a luxury brand identity
brand partnerships
luxury
Whilst brand collaborations can be a rewarding practice for generating digital sensation, as Chinese liquor giant Maotai has found out, they don't come without precautions and the possibility of short-lived consumer enthusiasm.
Campaign Crash Course: Tips for effective brand collabs
brand partnerships
Sometimes the best way to create a brand movement is to team up with other brands that already have something you need. Culture Group's Michael Patent tells us how to make it work.