Sam Woods talks brand partnerships with Campaign
Head of Brand Partnerships, International at tms Sam Woods shared his perspective with Campaign in "How brand partnerships can drive culture, not coupons." Sam argues longer, right-fit brand partnerships can drive loyalty programs further and benefit both brands involved. He details what commonly goes wrong in partnerships and what elements make them successful.
"Brands often lack the ‘power of perspective’ or ability to view a partnership from their partner’s point of view ... Get it right and you can achieve an equitable partnership over a significant period. To realise long-term ambitions through brand partnerships requires an understanding of how brands tradeable assets can match each other’s agendas," said Sam.