By Michael Feeley

With huge sporting events such as the World Cup and the Commonwealth Games dominating media schedules this summer, the value of brands working together towards a shared goal (pardon the pun) has never been more prevalent. Partnership marketing and brands collaborating on marketing initiatives is becoming more commonplace, but what do marketers really feel about partnership marketing?

Partnership marketing specialists Mediator recently conducted qualitative and quantitative research among some 2,000 marketing director and managers to examine the current marketing landscape and the role partnership marketing plays within the wider marketing mix whilst highlighting best practice for the discipline.

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Source: The Drum