Facebook: If a brand partnership is purely transactional it will fail

If a brand partnership is based purely on maximising transactional gains it will almost certainly fail, according to Facebook’s marketing director for business in Europe Philippa Snare.
Speaking today (24 February) on a panel at an event hosted by digital ad agency Wunderman, Snare reflected on business partnerships that went wrong during her tenure as Microsoft’s UK CMO.
And she advised: “A successful partnership must be based on all the parties sharing similar values.
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