The premium cosmetics brand MAC is well known for its high quality make-up products, its tireless commitment against HIV and successful co-operations with fashion designers and celebrities to promote its periodical limited editions. For its autumn/winter 2010 collection they teamed up with the young designer duo Rodarte. But this time the marketers of […]
Entries tagged as 'collaboration'
Make-up Gone Bad!
Sabrina_NDT // August 27th, 2010
Tags: co-marketing, co-branding, collaboration, co-op_examples, MAC Cosmetics, Rodarte
Comments: 1
Top 5 of the Best Summertime Co-operations
Sabrina_NDT // August 6th, 2010
Since I just came back from a nice, recreative week with turquoise ocean, lonesome coves and picturesque places, I’m still in a very relaxed and summerlike mood even though the weather here in Berlin seems to have forgotten that it is still summertime. So I thought about my favourite summer co-operations and asked my colleagues […]
Tags: marketing co-operation, co-marketing, co-promotion, co-branding, collaboration, co-op_examples, McDonalds, Nivea, Beiersdorf, Facebook, Legoland, Langnese, Unilever, Magnum, Bel, Babybel, Merlin Group, Sea Life, Madame Tussauds, Heidepark, Hamburg Dungeon, DLRG, Cornetto, Vespa, Grillmädels, Costa, apetito
Comments: none yet
Top 5 of the Best Co-operations for Women
Sabrina_NDT // July 16th, 2010
Two weeks ago we presented the Top 5 of outstanding co-operations for real men. Today, we want to nominate the five best alliances to attract women. So please follow me into the marvellous world of fashion, accessories, glittering rhinestones, beauty and dieting.
Top 5: Fashionista Meets Technique Nerd
Versace, D&G, Escada and Prada – […]
Tags: Apple, prada, Motorola, L'Oréal, D&G, LG Electronics, BRIGITTE, Versace, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, henkel, co-op_examples, Dior, Frosta, Siemens, Escada, Douglas, auFeminin.com, DKMS LIFE, Coty, Shiseido, Estée Lauder, Coke light, Christ, Coke Fridge
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Get Yourself a Can of Beans and an Accident Insurance on Your Way Home!
Stefan_NDT // July 14th, 2010
Insurances by its nature have always been considered intangible products with an intense need for consultation. The high competitiveness of the German insurance market has made it necessary for financial service providers to think of new ways to distribute their products. Co-operations with supermarket chains actually seem to be a favoured option to them. According […]
Tags: Noshokaty, Döring & Thun, co-promotion, co-sales, co-branding, collaboration, co-op_articles, Bertelsmann, RBS, Otto, Tesco, Arag, Rewe, Penny Markt, Signal Iduna, Aldi, Tesco Personal Finance, Zurich, Plus, RheinLand, Santander
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The Artist Formerly Purchasable at Record Stores – A Co-operation Between an Icon and The Rolling Stones Magazine
Sabrina_NDT // July 2nd, 2010
On Monday, 28th of June, the German spin-off of the American Rolling Stone Magazine announced a co-operation with the excentric, purple-loving artist Prince. On July 22nd, free copies of his new album 20TEN will be distributed with the August edition of the magazine. Throughout Europe, 20TEN will be exclusively distributed through similar deals like the […]
Tags: co-promotion, collaboration, Music Industry, co-op_examples, Prince, Rolling Stone, The Daily Mirror, The Daily Record, Mail on Sunday
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Working Paper About Manager’s Marketing Alliance Formation Behaviour
Sabrina_NDT // June 18th, 2010
Decisions are based upon beliefs, values and our own special attitudes and business behaviour is no exception. Sabine Kuester, Professor at the University of Mannheim and Director of the Institute for Market-Oriented Management and Thomas Rilling, Doctoral Candidate at the Department of Marketing III at the University of Mannheim conducted a study […]
Tags: co-marketing, collaboration, co-op_facts, University Mannheim
Comments: none yet
Cologne and Dusseldorf – Friends or Foes?
Sabrina_NDT // June 4th, 2010
Golden Kölsch versus dark alt beer; “Alaaf!” versus “Helau!”; left versus right side of the Rhine.
Two cities so close, but so different – for hundreds of years the German cities Cologne and Dusseldorf, only separated by 40 kilometres and the Rhine, cultivate a strong and passionate feud.
The old traditions are there to overcome, […]
Tags: co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, co-op_examples, Cologne, Dusseldorf
Comments: 1
Partnerships on a Golf Course
JenniferM_NDT // May 17th, 2010
Many co-operations are created because of personal connections and formed on daily situations like a lunch or on the golf course. They are arranged with a hand shake among friends and … often fail though. Generally, a co-operation based on friendly relations is not bad idea but establishing a successful co-operation is not as easy […]
Tags: co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_articles
Comments: 2
Top 5 of Football Co-operations
Franziska_NDT // May 7th, 2010
We are already counting the days: 34 days to go until the FIFA World Cup in South Africa, and 15 days until the Champions League Final in Madrid – our office is gearing up for the biggest sporting events in 2010. Luckily, we get first hand information from spielerwahl.de that we can use to impress […]
Tags: Nike, FIFA, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, Puma, Coca Cola, David Beckham, UEFA Champions League, spielerwahl.de, Louis Vuitton, Zinedine Zidane, Pelé, Maradona, Intersport, ARD, RED, Grassroot Soccer, Premier League, Liga BBVA, Serie A TIM, Global Fund
Comments: 4
Sweet Easter Bunnies
KatharinaD_NDT // April 1st, 2010
Easter time is bunny time! Well, I guess that is what Jochen Schweizer thought why it would be a good reason to co-operate with Playboy for the occasion of Easter holidays. The German event and activity company managed to get an exclusive partnership with Hugh Hefner´s magazine.
Jochen Schweizer is Germany´s best known company […]
Tags: co-communication, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, Jochen Schweizer, Playboy, Hugh Hefner
Comments: none yet
Thesis about Influence of Culture in Marketing Co-operations
Valerie_NDT // March 4th, 2010
With the ongoing internationalization of markets and the globalization, culture has been recognized as an essential driver for success or failure of marketing co-operations. Is it possible to operationalize this influence? With the objective to develop a method to identify culturally determined strengths and weaknesses of twelve European countries by including the findings of the […]
Tags: co-marketing, collaboration, co-op_facts
Comments: none yet
Top 5 of the best Valentine’s Day co-operations
JenniferM_NDT // February 10th, 2010
Who doesn’t like Valentine’s Day? We surely do as it is a period of love, gifts and partnerships – yes, we mean marketing partnerships. Out of all great co-operation ideas we’d like to present you the Top 5 campaigns for lover’s day.Â
Top 5: Merci + „Nur die Liebe zählt“
In 2008, Merci, leading German company for […]
Tags: marketing co-operation, T-Mobile, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, Fleurop, co-op_examples, neu.de, Gap, Douglas, Storck, Sat.1, EMI Music, Mulberry, Marco Tozzi
Comments: none yet
Dell breaking with its business model – a clever move?
Alena_NDT // February 5th, 2010
An exciting co-operation was recently announced in press.
Dell, US-American producer of computer hardware, is co-operating with the biggest German consumer electronics retailer Media Markt.Â
Dell who is known for its computers with individual features and its direct distribution strategy, decided after a short-term co-operation with Lidl in 2009 to break its business model with a long-term […]
Tags: co-marketing, collaboration, co-op_examples, Dell, Media Markt
Comments: 1
Vodafone and T-Mobile create flatrate for VZ.net
KatharinaD_NDT // January 8th, 2010
Happy 2010 to all our mesh-box readers!
We are starting this year with good news for all members of Germany´s biggest social network VZ.net. The network teams up with national telecommunication companies T-Mobile and Vodafone.
The cooperation enables network members to book a data-flatrate (for a charge of 2,99€/month) for the 3 different types of […]
Tags: marketing co-operation, strategic partnership, T-Mobile, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_examples, MySpace, Facebook, Social Media, Vodafone, Mein VZ, VZ.net, Twitter
Comments: 1
Bad Practice at its best – what to avoid in partnerships
JenniferM_NDT // November 27th, 2009
As you know, this is a blog about marketing co-operations. About the potentials, opportunities, effectiveness and success of good partnerships. However, we should not forget the many co-operations that go wrong. So, I thought it would be time for a short post with some – let’s say not that successful – examples, reasons for their […]
Tags: marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, henkel, co-op_articles, Vodafone, Emanuel Ungaro, Lindsay Lohan, Escoffier, Rama, Alessi
Comments: none yet
Media co-operations – boring & old-fashioned?
JenniferM_NDT // November 23rd, 2009
The idea of media co-operations has been around for a while now and we seem to get used to them, but are they boring yet? Actually, there are quite innovative cases when companies and brands co-operated with different types of media without mixing up editorial content with advertisement. Â
Let’s have a look at the theory […]
Tags: E.A., FIFA, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_articles, Sony, media, Marca, ProSieben
Comments: none yet
Overcoming the crisis – with new ideas and marketing co-operations
JenniferM_NDT // November 12th, 2009
Declining sales, falling profits and sinking numbers of customers - the economic crisis has caught up with almost every sector and business. Although or precisely because of this situation, industries have discovered the feasibility of marketing co-operations and want to tap their full potential. The following examples show how collaborations can be used as an […]
Tags: H&M, marketing co-operation, co-communication, co-advertising, co-marketing, co-sales, co-branding, collaboration, co-op_articles, IKEA, Jimmy Choo, Bauer Verlag, Lichtblick, Sonia Rykiel, Neff, Mainova, Lufthansa, Springer Verlag, Douglas, Footprint, Tripwolf
Comments: none yet
And the MTV Music Award on Habbo goes to…
JenniferM_NDT // November 2nd, 2009
Right before the MTV Europe Music Awards (EMAs) will take place on November 5th in
Berlin, I found an interesting co-operation bringing these famous Awards into teenagers’ virtual lives.Â
MTV, world’s biggest music channel, agreed to a co-operation with Habbo, an online platform for teenagers where they can create their own avatar, meet and chat to friends […]
Tags: marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, collaboration, MTV, Music Industry, co-op_examples, online platforms, Habbo
Comments: none yet
Frankfurt book fair – eReaders are gaining ground thanks to co-operations
Romy_NDT // October 26th, 2009
Just in time for this year’s book fair in Frankfurt, various eReader developers are presenting their models to the public. From Sony to Amazon and txtr, everybody wants to have piece of the growing eReader market. This year’s sales figures for the US market are predicted to hit the benchmark three million pieces.
  Â
However, compared to […]
Tags: Google, books, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, Amazon, collaboration, co-op_articles, Sony, Thalia, Libri, Libreka, txtr, iRex
Comments: 1
Bon Jovi becomes NBC Universal’s “artist in residence“
JenniferM_NDT // October 23rd, 2009
“Forget about Top 40 radio; how about Top 40 TV!” was the suggestion of Bon Jovi’s music manager and the band put it into practice. In order to launch their new studio album “The Circle” in the US, Bon Jovi signed an exclusive contract to become the first band of NBC’s “artist in residence” project. […]
Tags: marketing co-operation, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_examples, NBC Universal, Bon Jovi
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Bruce Willis and Sobieski Vodka – more than just an ordinary promotion partnership…
Romy_NDT // October 13th, 2009
Half a year ago producer and Hollywood star Bruce Willis and French spirit company BelvĂ©dère joined forces. The cinema icon signed a multi-year partnership contract to promote the company’s vodka brand Sobieski in a specially produced print-digital advertising and at events throughout Europe and China. Â
From a marketing perspective it appears to be a good […]
Tags: marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, Belvedere, Sobieski, Ciroc, Cabo Wabo, Campari
Comments: none yet
Puma goes mobile
ChristianZ_NDT // October 6th, 2009
After bodywear, socks, fragrances, body care products, bikes, glasses, and sunglasses, the “Puma Phone” will be the new addition to the company’s license portfolio. Together with French telecommunication company Sagem, Puma is planning to enter the market of mobile phones in the second quarter of 2010. The new phone will be sold in Puma stores […]
Tags: prada, Ferrari, Motorola, Sagem, BENQ, Vertu, D&G, Bang & Olufsen, Samsung, LG Electronics, marketing co-operation, strategic partnership, co-communication, co-sales, co-branding, collaboration, co-op_examples, Puma, Hello Kitty, Porsche Design, Escada
Comments: none yet
Building your own castle next door - thanks to Monopoly and GoogleMaps
JenniferM_NDT // September 9th, 2009
Did you ever think of building a hotel on the Champs Elysees in Paris or buying a skyscraper next to the Times Square in New York? Today I just came across a new and exciting co-operation of Monopoly and GoogleMaps that makes this idea come true – unfortunately only on the internet. Â
With “Monopoly City Streets” […]
Tags: Google, marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, Hasbro
Comments: 1
Hermes helps smart to go luxury
JenniferM_NDT // August 31st, 2009
I just stumbled upon an interesting co-operation of automotive brand smart and French luxury brand Hermès. Although it’s almost been a year since the two collaborated, I still find this approach remarkable enough for a quick post.
Both brands launched a newly interior designed version of the smart called “smart fortwo Ă©dition Toile H” in line […]
Tags: YouTube, Bugatti, strategic partnership, Eurocopter, Hermès, co-communication, co-marketing, co-promotion, co-branding, collaboration, co-op_examples, brand relationship, Smart
Comments: 2
FRoSTA - collaboration effort for more climate protection
JenniferM_NDT // August 18th, 2009
Encouraging consumers to reduce their CO2 emissions – this is the aim of FRoSTA’s campaign “green energy”. Starting in April this year, FRoSTA and its three collaboration partners OSRAM, LichtBlick and Siemens promote the campaign on selected FRoSTA product packages as well as on FRoSTA’s and OSRAM’s website. Â
The sales promotion offers different incentives, provided […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-sales, collaboration, co-op_examples, Frosta, Siemens, Lichtblick, Osram
Comments: 2
GM partners up with eBay to increase car sales
JanA_NDT // August 13th, 2009
In a move to increase car sales in the US-market, eBay Motors and General Motors launched of a first-of-its-kind co-operation. The new co-operation approach enables consumers to â€click and buy’ new cars online from participating California Chevrolet, Buick, GMC and Pontiac dealers on eBay. About 20.000 cars will be placed on individual GM brand websites […]
Tags: General Motors, marketing co-operation, strategic partnership, eBay, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, online platforms, content placement
Comments: none yet
Burger King + FC Bayern Munich = „Bayern Burger“?
JanA_NDT // August 12th, 2009
Yesterday, Burger King and German soccer club FC Bayern Munich announced their long-term co-operation. Today, new details about the co-operation were brought forward. Germany’s Burger King CEO Thomas Berger states: Â
“We are trying to re-arrange the sesame grains on the Whopper buns in order to place the FC Bayern logo on our burgers.” Â
Can this […]
Tags: FC Bayern, marketing co-operation, co-advertising, co-marketing, collaboration, co-op_examples, Burger King
Comments: none yet
Co-operations for emission-free streets
JenniferM_NDT // August 10th, 2009
As we all know, climate change and environmental debates are increasingly relevant issues in our society. When looking at the rising number of Corporate Social Responsibility (CSR) activities within this field, it is obvious that it has become a topic of high significance for businesses as well. This issue now also reflects in a new […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-sales, collaboration, co-op_articles, McDonalds, Elforsk, Mini, RWE, Vattenfall, APCOA, electric vehicle
Comments: none yet
Starbucks gives away free ice cream on Facebook
JanA_NDT // July 9th, 2009
Starbucks is giving away coupons for their newly launched Starbucks Ice Cream on Facebook - unfortunately only in the US. For a period of two weeks until July 19th 2009, users can load the Facebook application “Share a Pint of New Starbucks Ice Cream“ and give away one out of 800 coupons per hour to their […]
Tags: Apple, iTunes, Starbucks, Paramount Classics, marketing co-operation, strategic partnership, co-communication, co-advertising, co-promotion, collaboration, co-op_examples, online platforms, brand activation, content placement, "Morning Joe", Facebook, Ronald Reagan, Social Media
Comments: none yet
Microsoft and Warner Bros. jointly promote the new Harry Potter in the UK
Angela_NDT // July 8th, 2009
Just after yesterday’s world premiere of “Harry Potter and the Half-Blood Prince”, Microsoft and Warner Bros. have announced a co-operation in order to promote the latest Harry Potter movie in UK. Both companies already co-operated two years ago for the release of the DVD “Harry Potter and the order of Phoenix”. At that time fans […]
Tags: gaming, Microsoft, marketing co-operation, strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, product placement, creative industries, collaboration, MSN Video, co-op_examples, online platforms, brand relationship, content placement, Warner Bros., MSN, Xbox Live, Harry Potter, Windows Live messenger
Comments: 1
adidas Originals continues its collaboration strategy with a partnership with Lucasfilm Ltd.
JanW_NDT // July 7th, 2009
adidas Originals and Lucasfilm Ltd. announced to launch an exclusive Star Wars collection for the spring/summer season 2010. As adidas designed a limited edition collection with Lucas Arts including Yoda and Darth Vader sneakers in 2007, the new collection will continue and extend the co-operation between adidas and Star Wars.  With this partnership adidas continues its international […]
Tags: Fashion, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Adidas, co-op_examples, Star Wars, Bread and Butter, Marc Ecko, Jeremy Scott, PPQ, Fafi, Missy Elliott, Lucasfilm Ltd., Lucas Arts, Yoda and Darth Vader
Comments: none yet
Sony and Fifa release joint PR campaign “Twilight football”
Leonie_NDT // July 2nd, 2009
In the frame of Sony’s new camera series with Exmor CMOS Image Sensor, Sony starts the “Twilight football” campaign. On September 22nd the night of the equinox, the longest sunset of the year, the campaign will give Sony’s new camera modell the chance to live up to the promises Sony has made.
“Twilight football” is a […]
Tags: FIFA, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, product placement, co-branding, collaboration, co-op_examples, Brand Building, brand relationship, Sony
Comments: none yet
Morning Joe brewed by Starbucks
SusanneK_NDT // June 24th, 2009
“Morning Joe” is a successful US weekday talk show with more than 500,000 viewers in which the latest news are discussed. The main show master is Joe Scarborough, a real all-rounder, who has been engaged in a great variety of jobs and activities. Considering the rather serious subject matter of the show and its broadcasting […]
Tags: Starbucks, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, product placement, co-branding, collaboration, co-op_examples, "Morning Joe"
Comments: none yet
Co-branding: a new trend on the real estate market
JanW_NDT // June 19th, 2009
(Re-)Discovering the value of emotions
Monitoring the real estate market it seems to have become a trend to develop a brand for luxurious real estate in order to market it better. That way real estate agents hope to attain a competitive advantage, which in turn is hoped to result in a higher price. Â
To set up a […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_articles, Michael Schumacher, Karl Lagerfeld, Brand Building, brand activation, Philippe Starck, Vitra, Bisazza
Comments: 1
O2 doodles for the Cicero magazine
Angela_NDT // June 18th, 2009
An interesting and innovative media co-operation found its way into the newspaper stores on May 28th. The German telecommunication provider O2 and the political-cultural magazine Cicero co-operated for the June issue of the magazine. The title page of the magazine was covered with doodles, the kind of doodles most of us scribble on a piece […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, creative industries, collaboration, co-op_examples, o2, Cicero, Michael Michalsky, Albert Eickhoff
Comments: none yet
Jimmy Choo is designing for H&M
Leonie_NDT // June 17th, 2009
Here is a little news flake for you: H&M is going to co-operate with yet another designer. Jimmy Choo is going to create the new autumn/winter collection for the fashion chain. The work of the high-heel designer will not only include shoes and accessories like bags, but also women and men clothes. The collection will […]
Tags: H&M, Mango, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Pierre Hardy, the Gap, co-op_examples, Gap, Brand Building, brand activation, brand relationship, Jimmy Choo, Paulo Coelho, Matthew Williamson
Comments: none yet
Football and basketball jointly conquer the sports market
Leonie_NDT // June 10th, 2009
The American basketball league NBA and the British football league, known as the English Premier League, are two different sports, popular in two different continents, and both looking or even competing for the same sport sponsorships and investors. However, instead of competing against each other the sport leagues decided to team up and profit from […]
Tags: NBA, marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Oxfam, co-op_examples, Brand Building, brand activation, English Premier League
Comments: 4
Fashion co-operates with philosophy
Leonie_NDT // June 4th, 2009
Thanks to a new co-operation approach fashion now becomes a life coach. The Spanish fashion label Mango and the popular Brazilian author Paulo Coelho have recently entered a co-operation. Coelho is a famous contemporary author, who gained popularity with his philosophical and fairytale novels like “The Alchemist”.
Corresponding to the zeitgeist Coelho meets the demand […]
Tags: Mango, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, collaboration, co-op_examples, Paulo Coelho, The Paulo Coelho Institute
Comments: 1
The recessionista: Making it fashionable through the crisis
Leonie_NDT // May 25th, 2009
What happens to high-end fashion and haute couture during the economic crisis? As any other luxury industry, also popular designer labels such as Prada and Gucci do not remain unaffected. Until now well-known and high-class labels have satisfied the demand for lavish and extravagant (life)styles. However, the last year has seen the demand for luxury […]
Tags: H&M, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Pierre Hardy, co-op_articles, Gap, Karl Lagerfeld, Stella McCartney, brand relationship
Comments: 2
Renault and TomTom enter ingredient branding co-operation
JanW_NDT // May 14th, 2009
Renault has recently entered an ingredient branding co-operation with the Dutch portable navigation system brand TomTom. Together they introduced an integrated navigation system for the new Clio, called “The Carminat TomTom”. It is currently available for costumers in Western Europe only. For an extra charge of 490 Euros it is one of the cheapest integrated […]
Tags: Renault, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, co-branding, collaboration, co-op_examples, TomTom, Ingredient Branding
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Noshokaty, Döring & Thun publishes results of study “Marketing co-operations in a crisis?”
Angela_NDT // May 8th, 2009
The agency for marketing and co-operations Noshokaty, Döring & Thun has published the results of their study conducted at mesh-box. The study is a remake of an earlier survey conducted in 2007 and provides latest insights regarding the development of marketing co-operations within the last two years.
In the light of the ever changing business […]
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts, brand relationship
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University Mannheim sets up study about formation of marketing co-operations
Angela_NDT // May 6th, 2009
Since the importance of marketing co-operations has grown throughout the past few years, Prof. Dr. Sabine Kuester and Thomas Rilling from the University Mannheim are currently conducting a survey addressing this topic. The survey investigates how various factors influence managerial decision-making with regards to the formation of marketing co-operations. More precisely, the study examines how […]
Tags: study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_facts, University Mannheim
Comments: none yet
Mesh-box turns two: Birthday interview with Susanne Ewenstein, editor-in-chief of mesh-box
Leonie_NDT // April 30th, 2009
1) How did mesh-box come about?
[Susanne Ewenstein]: As an agency specialising on marketing co-operations we received numerous enquiries with regards to the latest trends and best/worst practice examples. In order to meet this demand, we decided to establish mesh-box. But frankly speaking, the blog is also a great opportunity for us to show our expertise […]
Tags: Viacom, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Oxfam, M&S, co-op_articles, online platforms, _interview, Bill and Melinda Gates Foundation
Comments: none yet
Wikimedia Foundation and Orange – Enabeling mobile access to global knowledge
Leonie_NDT // April 27th, 2009
The no.1 online encyclopaedia Wikipedia and the telecommunication service provider Orange recently announced their 3 year co-operation, which gets launched in four of Orange’s key markets - France, UK, Spain, and Poland.
The decisive factor for Wikipedia to agree to this co-operation is its values: To make information globally accessible at no cost. Since a growing […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, Wikipedia, Orange
Comments: 2
NGOs enter the US entertainment industry
Leonie_NDT // April 7th, 2009
The Bill and Melinda Gates Foundation is one of the first NGOs that employs a proactive marketing co-operation approach by initiating a co-operation with the US media conglomerate Viacom. Through implementing marketing co-operation practices such as product and content placement the foundation puts business theory to practice, in a field that was previously not familiar […]
Tags: Nickelodeon, Viacom, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, MTV, co-op_examples, Bill Gates, Bill and Melinda Gates Foundation, content placement, E.R., Law & Order
Comments: 4
Famous faces for brands
Angela_NDT // April 3rd, 2009
Co-operations of well-known brands with famous faces are very popular. Especially now, during an economic downturn, companies have the opportunity to strengthen certain image dimensions with a famous personality, to sharpen their profile against competitors and to win over A-level celebrities for less money. In fact, more than 40 percent of Germany’s Top 500 companies […]
Tags: Apple, Naming rights, Fashion, Microsoft, Mercedes-Benz, quote, marketing co-operation, strategic partnership, Topshop, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Licensing, Sponsoring, co-branding, creative industries, collaboration, co-op_articles, Kate Moss, Procter and Gamble, Brand Building, brand activation, brand relationship, Harley-Davidson, Blackberry, Dior, Barack Obama, Bill Gates, Steve Jobs, Verona Pooth, Moët & Chandon, Veltins, Til Schweiger, Scarlett Johansson, Bruce Willis, Jude Law, Karsten Kilian
Comments: 2
Thesis about co-branding as strategic brand alternative
Leonie_NDT // April 1st, 2009
Can co-branding strategies establish themselves as alternatives within brand management on the long-term? Which other cross-marketing-strategies besides co-branding are implemented? A Diploma thesis from the University of Applied Science in Dortmund answers these questions. The author Julia Kemper investigates in how far co-branding and other common cross-marketing strategies are important extensions to conventional brand strategies.
Title: […]
Tags: marketing co-operation, strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
Comments: none yet
New study on “Marketing co-operations in a crisis?”
Susanne_NDT // March 16th, 2009
About two years ago Noshokaty, Döring & Thun published the results of a survey on marketing co-operations. The study showed that although potentials and increasing relevance of co-operations were being recognised, many companies did not apply a systematic approach for this topic.
In order to see how this attitude and implementation approach of German companies […]
Tags: marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Sponsoring, co-branding, collaboration, co-op_facts, Brand Building, brand relationship
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Marketing and co-operations in turbulent times
Isabel_NDT // March 16th, 2009
Watching the news or reading the papers is not very enjoyable in times of major economic downturns. The three common stories we get are companies go bust, companies apply for bail out, and companies are cutting costs wherever possible.
Let’s look at cost cutting. Activities that are not directly related to sales are usually […]
Tags: Tchibo, Audi, Volkswagen, marketing co-operation, co-communication, Branded entertainment, co-advertising, co-marketing, co-sales, product bundling, product placement, co-branding, collaboration, co-op_articles, neu.de, Brand Building, brand activation, brand relationship, comdirect, Ford, MySpace, Deutsche Oper, Beiersdorf, ING, RBS, Credit Suisse, Senseo
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Innovation in communication – All around the world with Nokia and Skype?
Valerie_NDT // March 13th, 2009
The Idea is quite simple but nonetheless innovative. A month ago Nokia and Skype announced the beginning of a partnership, which would permit the use of VoIP-Software on a selected number of Nokia mobile phones. This sounds like a great deal for consumers. Users, who have Wi-Fi access, can call friends and relatives with their […]
Tags: Apple, iTunes, Nokia, quote, marketing co-operation, strategic partnership, Skype, 3, co-communication, co-marketing, co-sales, collaboration, co-op_examples
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Thesis develops quantitative approach for measuring the efficiency and effectiveness of marketing co-operations
JuliaB_NDT // March 2nd, 2009
It is said that marketing co-operations are an efficient and effective instrument for marketers. However, so far there was no standardised procedure to measure how well marketing co-operations really pay off. Petra Branz, student of the University of Applied Science in Offenburg, critically analyzed the truth about this assertion and developed an adequate measuring technique […]
Tags: Hewlett Packard, Tchibo, study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, Sponsoring, co-branding, collaboration, Adidas, co-op_facts, Michael Schumacher, Bacardi, Brand Building, brand activation, brand relationship, Beck's, comdirect, IBM, Mövenpick, Nivea, Schöller, TUI
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CO-BRANDS 2009: Finding the right co-operation partner through “speed dating”
Susanne_NDT // February 26th, 2009
Finding the right partner for a marketing co-operation is not always easy. But a range of partnering platforms have emerged during the last years that help identifying and getting in touch with potential partner companies.So for instance Marketmarket, a German online portal for B2B marketing & sales co-operations, and online platform Introniche. There are also […]
Tags: marketing co-operation, strategic partnership, eBay, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_articles, Procter and Gamble, Brand Building, brand relationship, WMF, Kamps, Bauer Verlag, Stage Entertainment, Galeria Kaufhof
Comments: 1
Ford breaks new ground to address a younger target group
Leonie_NDT // February 10th, 2009
After placing the Ford Ka in the latest James Bond movie “Quantum of Solace”, Ford is now breaking new ground in the field of advertisement. Ford aims to address the young target group with the new Ford Ka. As part of a 360°marketing campaign including TV, print, online, and mobile advertising measures, the company now […]
Tags: strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, co-sales, product placement, Sponsoring, co-branding, collaboration, co-op_examples, online platforms, Brand Building, brand activation, brand relationship, Ford, MySpace
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The second face of Wellington boots or how to become a fashion brand
Julia_NDT // January 30th, 2009
Happy New Year 2009! We hope it’s not too late for best wishes and kick of another exciting editorial year of marketing co-operations with Hunter, a long-established brand for traditional British Wellington boots, which is a good example for the successful implementation of an international co-operation.
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In collaboration with the well-known charity organization WaterAid, Hunter […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_examples, Kate Moss, Brand Building, brand relationship, Hunter, Jimmy Choo, WaterAid
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Thesis frames guideline for co-branding strategies
Christina_NDT // December 19th, 2008
Are there special guidelines that companies have to follow for establishing a successful co-branding strategy? Are some types of co-operation strategies more fraught with risks than others? A Master’s Thesis from the University of Applied Science in Berlin was written about the relevance of guidelines for establishing brand alliances. Author Katharina Lang interviewed representatives […]
Tags: Apple, Nike, Coke, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Sponsoring, co-branding, collaboration, co-op_facts
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Yet another Starbucks & iTunes initiative
Susanne_NDT // December 5th, 2008
During my recent trip to the states I came across another iTunes & Starbucks marketing initiative while ordering a coffee. Starbucks offers its customers at its 7.000 coffee shops within the US iTunes vouchers called: “Pick of the week”. The voucher offers a free song/music video at the iTunes store. Each Tuesday, a specific song […]
Tags: Apple, iTunes, Starbucks, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, brand relationship
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Fashion talent Svenja Jander gives new glamour to Pfaff sewing machines
Julia_NDT // November 18th, 2008
Svenja Jander, participant of Germany’s “The next fashion talent”, will become the new face of the well-established sewing machine brand Pfaff. Together, they will present Svenja’s latest projects as well as tips about sewing and being creative in the category “Of and with Svenja Jander” on the Pfaff homepage. Additionally, Svenja will use the expensive […]
Tags: Fashion, strategic partnership, co-communication, co-advertising, co-marketing, creative industries, collaboration, co-op_examples, online platforms, Pfaff, Svenja Jander
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Google digitizes books of Bertelsmann daughter Random House
Melanie_NDT // October 30th, 2008
After resolving legal disputes regarding copyright issues, Google and Bertelsmann have established a partnership this week. It now allows Google to go forward with its Google Book Search project, which includes the provision of partial book previews online.
Google can now feed its virtual library with English publications of Bertelsmann daughter Random House, the world’s biggest book […]
Tags: Google, marketing co-operation, strategic partnership, collaboration, co-op_examples, Random House, Bertelsmann
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Another interesting diploma thesis about Co-Branding (German)
Susanne_NDT // October 29th, 2008
Is co-branding the central and topical focus of brand management in a time of growing product and brand diversity, stimulus satiation of consumers and loss of clarity of brand profiles? A diploma thesis from the MCI in Innsbruck/Austria
Daniela Wieser of the Management Center Innsbruck (MCI) in Innsbruck/Austria has written a diploma thesis about co-branding. You […]
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, Sempora, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
Comments: 2
New Master Thesis on Co-Branding as a Tool for Strategic Brand Activation
Susanne_NDT // October 23rd, 2008
An interesting master thesis was written about Co-branding at the University of Lund/Sweden. The study was published by VDM Verlag and is available on Amazon. You find a summary of the thesis below. For further information, contact the study’s authors Antonia Kohlbrenner antonia.kohlbrenner (AT) googlemail.com or Natalia Dorozala n.dorozala (AT) googlemail.com.
Title: “Co-Branding […]
Tags: study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, Amazon, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
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Procter & Gamble docks laundry to fashion
Melanie_NDT // October 17th, 2008
Last week, P&G announced a partnership with fashion store chain Ann Taylor Loft to launch their new detergent “Tide and Downy Total Care” line. The clothing stores hand out free samples and coupons to customers who buy machine washable clothes. At first, it looks like a typical sampling promotion, but Tide and Down teamed up […]
Tags: Fashion, marketing co-operation, co-advertising, co-marketing, collaboration, co-op_examples, Ann Taylor Loft, Procter and Gamble
Comments: 1
A co-operation comes to an end. What’s to consider?
Susanne_NDT // October 14th, 2008
Most co-operations come to an end at some point. There are different occasions and reasons why. The questions we like to address here are how partnerships should be terminated and what are the risks that need to be taken into consideration?
In some cases, marketing co-operations simply phase out unnoticeably in the course of time without […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_articles
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High street fashion and couture designers. A lasting romance?
Susanne_NDT // October 13th, 2008
Fashion retail chains collaborate intensely with designers and celebrities to create additional product lines that increase store traffic and eventually generate sales. By now, co-branding and design collaborations have become an established marketing instrument within the retail fashion industry with great sales and brand differentiation potential.
In the fast-moving and highly competitive, global high street fashion […]
Tags: H&M, Fashion, Retail, Mango, marketing co-operation, strategic partnership, Topshop, s.Oliver, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Pierre Hardy, co-op_articles, Karstadt, Gap, EASTPAK, Anastacia, RAF SIMONS, Penelope Cruz, Monica Cruz, Kate Moss, Kaviar Gauche, Kostas Murkudis, Roberto Cavalli, Karl Lagerfeld, Stella McCartney, Victor & Rolf, Kylie Minogue, Comme des Garçons, Madonna
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Sony Japan and FON provide free Wi-Fi for PSP
Melanie_NDT // September 5th, 2008
Sony Computer Entertainment and the world’s largest Wi-Fi community FON in Japan launch a new service: Play Station Portable&FON (PSPxFON). Herewith all Japanese PSP owners are able to have free internet access to the official PSP internet homepage from FON’s Wi-Fi access points. More than 44.000 hot spots across the country and 2,200 FON livedoor […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-promotion, collaboration, FON Japan, Sony Computer Entertainment
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TiVo and Amazon team up to make shopping on the couch easier
Melanie_NDT // August 5th, 2008
“The New York Times” recently reported that DVR producer TiVo and Amazon expand their partnership. From now on, TiVo users will be able to order products (such as books, CDs and DVDs) directly from Amazon with their TV remote controls. The new “Product Purchase” feature enables people to buy products related to ads placed during […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-promotion, co-sales, Amazon, collaboration, co-op_examples, online platforms, TiVo
Comments: 1
Marketing co-operations in a nutshell
Susanne_NDT // August 4th, 2008
We were recently asked for an overall guideline on marketing co-operations (see comment): Here is our response: Why marketing co-operations are an important marketing instrument. How to identify a suitable partner. How to establish a marketing partnership. What are important watch outs…
We hope you find this useful. Let us know what you think…
Why? There are […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts
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The fragrance of love - a senseful co-operation?
Melanie_NDT // August 1st, 2008
The German single platform neu.de co-operates with Coty Prestige regarding its limited edition perfume ck IN2U POP. Under the motto “Flirt free” IN2U POP customers receive a coupon for a one-month free membership at neu.de. In return, neu.de raffles the unisex perfume daily on the dating platform.
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Taking a closer look at this partnership it seems […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, online platforms, Calvin Klein, neu.de
Comments: 1
Cross-promotion for small and medium companies - enabled through online platform
samfromintroniche // June 13th, 2008
Marketing cooperation can definitely benefit lager corporations, as the examples on Mesh-Box amply illustrate.
Cooperation provides value to small and medium companies with less marketing muscle however as well.
Here’s an easily implementable example of a cross-promotion between European two start-ups:
Myngle, an online marketplace to learn languages
the Compare Group, an online price-comparison operator
Both companies target […]
Tags: Tech & fashion, marketing co-operation, co-communication, co-marketing, co-promotion, Sponsoring, collaboration, co-op_articles, online platforms
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Iron Man’s ride is the new Audi R8
Angela_NDT // April 23rd, 2008
Last weekend at the cinema I came across another Iron Man trailer. Audi has also joined forces with Iron Man in order to market the new Audi R8. Motto of the marketing co-operation is “One Man. One Machine. One Mission.” and key visual is - of course - Iron Man standing right next to the […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, product placement, collaboration, co-op_examples, Marvel Entertainment, Paramount Pictures
Comments: 1
Live LG like Iron Man – a multi-channel marketing co-operation
Angela_NDT // April 8th, 2008
LG, Paramount Pictures and Marvel Entertainment have entered an eclectic marketing co-operation for the commercialisation of a new film adaptation of the comic “Iron Man”. The co-operation idea is to relate the technology of LG phones to a symbol of technology coming to life: Tony Stark alias Iron Man. With this co-operation approach LG aims […]
Tags: LG Electronics, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, product placement, co-branding, collaboration, co-op_examples, Marvel Entertainment, Paramount Pictures
Comments: 2
adidas and Samsung launch mobile training system
Susanne_NDT // April 2nd, 2008
adidas and Samsung have recently launched the running training handset “miCoach” that takes on the Nike+ training system – a product line jointly developed, launched and marketed by Nike and Apple - as it features comparable functionalities like the Nike+iPod Sport kit.
The “miCoach” system is build around a Samsung/adidas branded mobile phone and […]
Tags: Apple, Nike, mobile phone, Samsung, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, co-branding, collaboration, Adidas, miCoach, co-op_examples
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Global co-operation of MTV and The Body Shop aims to prevent AIDS
Angela_NDT // March 27th, 2008
Today, the new campaign of MTV and The Body Shop called “Move your Lips” kicks off in Germany. So what’s behind this co-operation? Both companies have been involved in raising awareness for HIV/AIDS prevention for quite some time. MTV Networks International established its charitable foundation “Staying Alive” in 1995 and searched for partnering companies ever […]
Tags: marketing co-operation, strategic partnership, Charity, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, MTV, The Body Shop, co-op_examples
Comments: 1
BBC and eBay team up against the climate change
Angela_NDT // March 19th, 2008
Last week, BBC worldwide has announced an affiliate partnership with eBay for their recently launched environmental portal BBCGreen.com. The portal provides consumers with everyday tips to fight the climate change by implementing selected lifestyle changes suitable to their daily life and budget. According to a research made by BBC worldwide, one of the most effective […]
Tags: marketing co-operation, strategic partnership, eBay, co-communication, collaboration, BBC, co-op_examples
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Accessory designer Pierre Hardy collaborates with the Gap
Stefanie_NDT // February 26th, 2008
Designer around the world are becoming increasingly cooperative. After H&M has collaborated with a range of star designers such as Lagerfeld, Stella McCartney and Roberto Cavalli, the Gap has teamed up with French accessory designer Pierre Hardy. After Hardy has designed a fall 2007 shoe collection for the Gap UK and France, the Gap and […]
Tags: marketing co-operation, strategic partnership, co-communication, co-marketing, co-sales, co-branding, collaboration, Pierre Hardy, the Gap, co-op_examples
Comments: 1
The Berlinale 2008 presents more music films than ever before - how music labels and film studios benefit from co-operating with each other
Angela_NDT // February 7th, 2008
In the run-up to this year’s Berlinale, the most important event within Germany’s movie industry, there has been high media coverage on the numerous movies which will be premiered at the event. Following the news, it became apparent that about half of the presented films are related to music or portrait musicians’ life stories. The […]
Tags: marketing co-operation, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Berlinale, Film Studios, Music Industry, co-op_articles
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Oxfam GB has teamed up with Britain’s biggest fashion retailer M&S for a massive clothing recycling campaign
Susanne_NDT // February 6th, 2008
To be frank, I’m not surprised that Oxfam has again launched a pretty innovative marketing initiative to leverage their revenue potential and to continue their fight against poverty. Oxfam GB’s marketing campaigns have in the past years constantly impressed me by their innovative, clever and consumer oriented approaches!
Now they have joined forces with Britain’s […]
Tags: marketing co-operation, Charity, co-promotion, collaboration, Oxfam, M&S, co-op_examples
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Sara Lee and Henkel have joined forces to launch a new product in the US
Susanne_NDT // February 4th, 2008
We’ve just come across this new marketing co-operation… Sara Lee and Henkel have joined forces to launch a new product in the US. Further information on the partnership: Sara Lee and Henkel announced today a partnership to launch in the US a version of the 3Volution air freshener, an innovative plug-in that has been embraced […]
Tags: marketing co-operation, strategic partnership, co-promotion, collaboration, henkel, sara lee, co-op_examples
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“Come Together” – an interesting account of collaborations in the creative industries by “Electronic Beats”
Stefanie_NDT // January 17th, 2008
“Electronic Beats” published an interesting article on collaborations in their last magazine issue “When worlds collide”. The editorial called “Come together” profiles strategic partnerships from the music, art fashion and lifestyle sector – illustrating some remarkably successful, but also unforeseen examples of marketing co-operations.
“´Collaborations` is the buzz word of the minute. Everyone’s at it. Record labels are merging, genres […]
Tags: marketing co-operation, strategic partnership, Electronic Beats, creative industries, collaboration, co-op_articles
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