In a world powered by data, creative thinking is buckling under the strain to deliver reams of anonymous consumers to gluttonous algorithms.
As a Marketeer, if I had a pound for every time a client prioritised the size of a brand’s database above all else, I’d be on a yacht somewhere, sailing around the Mediterranean.
Someone always needs a bigger boat. And someone always has one.
Whilst I’m tasked with unearthing those data-chomping oil tankers on a daily basis, the challenge for any Marketeer worth their salt is to make partnerships meaningful. Only then do they become memorable and less likely to have fingers reaching for the Unsubscribe button.
When brands are brave enough to be led by clever, creative thinking rather than data acquisition, exciting things happen. The best examples take their rightful places in popular culture, and when forging an alliance with a coveted brand, can become bigger than the sum of its parts.
Recently we’ve been lucky enough to work with Luno.com; a pioneer in the world of cryptocurrency, and our initial, direct response advertising approach has now evolved into a consumer-facing partnership and association with one of the UK’s most powerful artists. Banksy.
The Art of Banksy Exhibition is not authorised by the man himself of course, but Luno’s support of the event and incidental association with Banksy shows a client brave enough to seek credibility in a space celebrating the art of disruption: An Artist made by the people, for the people and often ignored by the [Arts] establishment, supported by a Company dealing with anti-establishment currency, navigating a not so murky world, for people.
Partnership Marketing can be brave.
Dare to look behind the bigger boat and you’re sure to find a more interesting one to set sail with.
The Art of Banksy Exhibition supported by Luno opens on 20 May 2021. Book your tickets online at www.fromtheboxoffice.com/art-of-banksy/tickets
