In his column for INMA, Newsworks communications manager Lewis Boulton explores the growing trend of strategic print collaborations between advertisers using news brand spaces for exciting, innovating campaigns
For a column called Print Innovations, you’d be forgiven for thinking collaborations between brands don’t necessarily fit in the bill.
For years, amusing and surprising campaigns between brands have been clever ways to deliver products to new audiences and breathe a new life into brands looking to do something a bit different.
However, what is noticeable is the growth in collaborations in news brand advertising across print and digital — particularly ones tailoring their messages to the format and space they find themselves in.
Collaborations in news brands take advantage of highly engaging environments that provide context to campaigns lying beyond the boundaries of a brand’s normal positioning. In doing so, these collaborations can help advertisers signal anything from support for causes readers care about to cheeky, fun partnerships across industries that give their favourite product a new flavour.
Click here for just a few examples of recent news publisher collaborations that take brand messaging to the next level.
