, A Dating Agency for Businesses, Offers Collaborative Branding Relationships

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17th June saw the launch of a new company whose role is to act as a dating agency between other organisations. Sound strange – not really – there’s a lot of it going on and it’s called Partnership Marketing.

In just five years (to 2003), Partnership Marketing ( has grown from virtually zero to account for nearly 14% of the total marketing spend by the UK’s top 2000 companies, overtaking nearly all other forms of mass communication. And this upward trend is predicted to continue across all sectors over the next two years.

At its simplest partnership marketing is the deliberate linking of two or more well-established brands to establish a joint return that would be greater than if the brands merely operated in isolation. Although widespread in practice with tie-ups in most consumer markets it is in retailing, and particularly financial services, that partnership marketing has been making major inroads albeit at varying rates of progress.

Part of The Collinson Group, which turns over US$125 million a year, The Partnership Marketing Agency ( is an international, full-service creative agency that specialises in 'Partnership Marketing'. We help companies to acquire and retain profitable customers & employees through partnership marketing initiatives – adding value to relationships, creating compelling propositions and influencing profitable behaviour.

Our services include strategic planning, partner matching, offer sourcing, negotiation, contract management, customer proposition & creative development, integrated customer & channel communications management, as well as the provision of multi-lingual, multi-channel customer service solutions.

The Partnership Marketing Agency currently operates from three strategic regional hubs: UK, Dubai and Singapore.


Simon Hall

0207 422 1898

Additional Information:

Partnership Marketing is seen as a ‘smart’ marketing investment; In collaborative brand relationships, costs are reduced, new channels to the consumer are opened to either party, and complementary brands can realise an impact and response from the consumer that neither could achieve stand-alone.

The cost:advantage ratio of successful partnership marketing is compelling, to the extent that major industries regard it as a strategic imperative. In today’s highly competitive consumer marketplace, there is not only a constant cost pressure, but also a burning desire by businesses to reach the consumer through channels where they do not have a fight to be heard. Partnership marketing delivers these otherwise unavailable, uncluttered, private channels.

Source article: Association of Chartered Certified Accountants website.


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