Drew Collins is someone who proves that anything is possible if you just set your ambitions high enough. In this episode of Content Makers we take a deep look at brand partnerships – their power, why they’re valuable and how brands can tap into the value to increase their consumer base.
We discuss:
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- Drew’s background and how a career in music led to a career in media, and eventually led him to work in the teams of some of the most ardent publishers of our century, like Unilad and The Tab.
- Drew explains why finding the middle ground between the objectives of the brand and the editorial tone of voice of the publisher, is what leads to great success. With insight into some of his seriously creative partnerships to date, like Unilad and North Face who built a pop-up store at the top of a mountain.
- Drew’s background as an adventure photographer and how this led to him doing a 24-day walking journey from Scotland to Wales, climbing the 3 peaks challenge as he went and sponsored by brand such as Fitbit.
- What makes a good brand partnership and where partnerships are heading today- marking success by leveraging the publisher’s audience, working collaboratively, ensuring authentic content & going above and beyond from a publisher point of view. Plus why you need to focus on non vanity-metrics, which might mean sales, downloads, or clickthroughs.
- Why it’s not about #spon or non ad content, but about producing the best content possible for consumers.
- The importance of cut-through in today’s world.
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Listen here on Apple Podcasts.
Show notes from episode 7
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- Connect with Drew on LinkedIn and Instagram
- Visit The Tab
- Check out The Tab’s Advertising offering
- Chance the Rapper Carpool Karaoke
- Blink 182 – Self Titled on Spotify and Apple Music
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You can connect with me at beth@bethgladstone.com or on Instagram.