Brand Dating launches online ‘dating site’ and consultancy to help Australian brands ‘hook up’
Brand Dating are partnership specialists, who explore the chemistry between brands, using science to unlock the power of collaboration.
They have just launched an online ‘dating site’ and consultancy to help more Australian brands ‘hook up’.
Says managing director and ‘Serial Dater’ John Gamvros: “The company you keep says a lot about you. In a market where budgets are shrinking, partnerships create new ways of engaging consumers with minimum investment. Our services unashamedly mimic the real dating world by matching brands whose objectives, values and assets best complement each other.”
The Brand Exchange, a dating site for brands, delivers members a powerful combination of strategic matches coupled with creative partnership ideas.
Gamvros explains: “In our experience, it’s often the partnership idea that ignites the match. So every match we deliver comes with a quality ‘icebreaker’ to fuel the conversation between brands.
Our clients value their privacy so we can’t kiss and tell, but we have already signed brands across 25 diverse categories: from fashion to food, and education to entertainment. Variety is the spice of life. We connect brands with partners they would never think of or would have difficulty finding.”
It all starts with a complimentary, online brand personality test.
For clients wanting deeper analysis, Brand Dating offers a bespoke consultancy service, using a variety of data sources including consumer imagery research and social media feeds to offer even more rigour around matching brands.
These projects generate longer-term relationships such as co-creation, leveraging brands within a portfolio or even establishing strategic select / reject criteria for ongoing approaches.
Gamvros led the team that created the V-Raw campaign for V energy drink, which linked the brand with over 40 partners over two years and won the MFA Grand Prix in 2008.
The Brand Dating team have between them created such partnerships as Sony + FIFA, Fashion Rocks (Condé Nast + The Princes Trust), and Diet Coke + Karl Lagerfeld.
They are supported by Georgie Summerhayes, CEO of sister company Stoke Agency, who brings over 20 years of experience partnering media and entertainment brands.
3 Comments
Now that’s a very clever idea…
GREAT IDEA – WOW!!
Another ploy to win new business – recommended partner stoke agency all the time every time and to be charged $4000 for the privilege. This is a great idea but putting it online and having an agency behind it really takes the professionalism out of it.
This won’t last because it relies on brand managers being good at their job and marketing managers listening to them.
This should just be a brand matching agency and get rid of the cheap matching online as if its as easy as a facebook app. Im just being honest here not a hater.
You still have time to fix it.