What should brand collaborations look like in 2024?

Brand collaborations have always been around, however they’ve really exploded onto the marketing scene in recent years – particularly 2023, where the likes of Mattel and Warner Bros. showed us just how many one movie (Barbie, of course) can forge to drive awareness, and generate buzz.

At the same time, pervasiveness can lead to an ‘it’s been done before’ mentality, particularly among the modern consumer, whose expectations are higher than ever before.

This trend prompted Sledge MD, Sarah Yeats to explore all things brand collaborations with MediaCat Magazine, where she:

• Delved into the current state of play, where it’s clear that people continue to prefer experiences over material possessions.
• Highlighted the importance of experience-led collaborations.
• Shared some creative, lesser practised ways to execute collaborations.
• Highlighted the continued importance of behind-the-scenes partnerships, and her ‘why’ behind this.

You can read the piece in its entirety via MediaCat Magazine here.