Key Takeaways:
- Co-creation only works if the artist has a genuine biographical connection to the brand.
- Risk tolerance has to rise as the creative depth of the partnership increases.
- When pitching a pop star collab to the boardroom, lead with business impact.
The brand-pop star collab playbook has been upended.
During an ADWEEK House panel at the Possible ad industry conference, leaders from Maybelline, Nespresso, creative agency Croing, and Latin Grammy-winning singer-songwriter Joaquina unpacked how the new-look partnership model works.
“Ten years ago, when I started my agency, the partnerships were more about the music as background, and the celebrity there as a celebrity,” said Alejandra Salazar, founder and CEO of Croing.
