What did the superhero franchise say to the condiment brand? Laura Mills at Cygnus explains why brand partnerships between the food and entertainment industries are no joke – and how to get them right.

In the last few years, brand collaborations have taken off beyond anyone’s expectations – and you can’t find a middle-aged marketing expert in hornbeam-framed glasses to tell me otherwise. It seems that every campaign now is the ‘new hottest collab’. And we marketers go mad for it: finding those perfect, unlikely, or just plain right pairings that fans and brand communities didn’t even know they needed or Read full story ›

Source: The Drum