Marvel's marketing: Setting itself as a competitor rather than partner to agencies is a less than super strategy
“Why would you go to another agency to help you use Spider Man?” So said Dan Buckley of Marvel, in a Wall Street Journal article about the entertainment company’s brand partnerships. Mr. Buckley also called Marvel’s Custom Solutions unit “a niche agency”.
It was either a poor choice of words or it’s a less-than-super way for Marvel to go to market, positioning the Disney unit as a competitor rather than a partner to agencies.
In the past year, just about every media company that didn’t already have a brand studio—a unit dedicated to developing custom content for sponsors—has created one. Read full story ›
Source: The Drum
