WATCH | Has the urgency for brands to collaborate faded?

Collaboration between media and brands took off in 2020 when Covid-19 forced everyone to rethink and reinvent their marketing approach. It became critical for survival and delivering impact.

However, as we look towards a post-Covid future, has the urgency for partnerships faded as brands choose to consolidate or expand their offerings on their own once again?

In a high-pressure marketplace, the knee-jerk reaction to become hyper competitive could have a destabilising impact on the advertising sector, particularly where collaboration is shunned. While competition is generally regarded as healthy, is there a point where competition paralyses brand gains?

Research suggests that brand collaborations produce many benefits, most notably when it comes to cost savings: it’s estimated that brands can save 25% of their marketing spend when pooling resources through partnership.

The trick for brands lies in understanding their own value, both in terms of purpose and positioning, and finding the right partner to complement both.

During a recent Future of Media webinar — watch the recording above — a panel of experts examined the collaborative marketing space since 2020 and speculated on the evolution of business models in 2022 and beyond.

Moderated by Siya Sangweni, the panel included:

• Shaun Frazao, global strategy partner at Wavemaker Worldwide;

• Tanya Schreuder, CEO at Joe Public Media;

• Ryan McFadyen, co-founder and strategic head at HaveYouHeard; and

• Tumelo Motingoe, GM at AMA Media Agency.

This Future of Media would not have been possible without our sponsors: TymeBank, The MediaShop, TBWA\SA, The FM Redzone, Arena Holdings and Arena Events.