By Jo Coughlin

In an ever changing marketing landscape, brands are looking at alternative approaches to engage a hard to reach consumer. As a result, we’re seeing the growth of partnership marketing as it earns its place amongst the marketing mix as a more engaging, effective and innovative marketing tool.

This was the subject of the IPM’s recent conference on Friday 22 April, which was hosted in conjunction with the UK Partnership Panel and chaired by Mediator Communications‘ managing director, Tara Honeywell.

Everyday consumers buy into brand propositions and those that resonate most are where great brands, Read full story ›

Source: The Drum