By Arjun Singh

Big ticket collabs have been among marketing’s biggest plays in recent years. But how do you set them up right? Team Lewis’ Arjun Singh has the answers.

When people think of symbiosis, their minds go to weird places: Venom, the Spider-Man villain that hosts an alien symbiote. Or those birds that eat insects off elephants’ backs.

In practice, symbiosis is when two different entities work together in a way that’s mutually beneficial. They both bring something to the table. Marketers have been talking about this dynamic since the 1960s. And strategic partnerships have been the basis of some of the most impactful Read full story ›

Source: The Drum