Partnership portfolio

Samsung Europe wanted to transform its disparate partnership activity into a more aligned portfolio of partnerships that resonated with its target audience and delivered against business objectives.

We were tasked with creating a partnership framework and evaluation process that provided clarity, consistency and rigor across all its partnerships.


What we did

We worked alongside Samsung to complete a comprehensive audit of its entire European partnership portfolio and measure the impact these partnerships were having on its objectives of engaging with hard-to-reach audiences and providing a compelling route to product purchase. Backed up by in-depth audience research and a competitor review, we were able to identify the market opportunity.

With that, the team developed a partnership strategy that differentiated Samsung Europe from its competitors and delivered against the brand and business challenges. The strategy was supported by a practical framework and ‘rules of engagement’ that would enable a centralized and consistent approach across different countries and business units.

The results

With an audit of current partnerships, a new partnership strategy tied together by a more uniform narrative and a set of ‘rules of engagement’ in how to approach new opportunities, we were able to make recommendations on where Samsung Europe should go next.

This included exiting under-performing partnerships, re-negotiating those with potential and identifying a range of potential partnerships that are now actively in discussion, including in the rapidly growing esports sector.

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