Marketing directors are too often “buying into talent like they might buy into airspace”, according to Ministry of Sound marketing director Matthew Kershaw, who urged brands to approach partnerships with caution.
Speaking today on a panel at Advertising Week Europe about what brands can learn from DJs, Kershaw said that inking brand partnerships with musical talent is a “difficult space” to crack with authenticity intact.
“When it works well is when there is an overlap of core values,” he said. “It’s a very common thing for marketing directors to think they are buying into talent in the same way they might buy Read full story ›
Source: The Drum
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