From competition to collaboration: brands coming together to create positive change in the face of societal challenges
During times of great challenge or hardship it’s not unusual to hear stories of rivals, or even enemies coming together to defeat a common foe or overcome a shared threat. Whether this be unfriendly neighbours working together to combat local crime, or ideologically opposed political parties uniting in the face of a serious threat to the nation.
In the fiercely competitive world of business, these tales of collaboration for the greater good are reserved for only the most exceptional of circumstances. In 2020 these circumstances presented themselves in the form of a global pandemic, and what followed was a slew of previously unimaginable partnerships formed by competitor brands with the aim of tackling the challenges arising as a result of COVID-19.
In our latest article for The Drum, Cat Davis, Group Marketing Director for MISSION Group, talks to Agency heads about the brand collaborations they have been inspired by and those they believe could make the greatest difference to us all in the future. Read the article here.