Done well, partnerships can positively impact brand performance – often increasing company revenues and consumer engagement by as much as 20%.

But getting a partnership on the right track from the start is as important as monitoring performance and evaluating the results.

Based on our experience and expertise of creating some of the UK’s most successful brand partnerships over the past 20+ years, our short guide covers common pitfalls, guiding principles and includes a preparation checklist, as well as a quick look at some great examples from around the world.