Until now, many brands did not feel the need to cooperate and preferred to do marketing on their terms. It seems that in the context of budget cuts and expenditure rationalization, we will soon see a significant easing of this position. Nowadays, marketing cooperation can be the only way to achieve your goals, especially those focused on reach and branding.Also, we have already begun to observe interesting examples of “burying the axe” – instead of competing and establishing cooperation with competing brands.The most telling example is the joint operation in Malaysia of several food delivery companies such as Grab, Foodpanda, KFC, McDonalds and Pizza Hut, which allied as part of the #RideItOutBersama (Ride it out together) campaign. Would it be possible to witness such a set of brands on one visual in pre-COVID-19 reality…?
In Poland, cooperation can be seen, for example, in the retail category: Biedronka cooperates with Glovo, and Carrefour with Szopi.pl to provide seniors with free deliveries. BNP Paribas and Santander jointly support the “Wsparcie dla szpitala” initiative despite being competitors. Also, Oppo Mobile cooperates with the Plus to support daycare centres throughout Poland.At the moment, these types of collaborations are often tactical, side projects. However, we can assume that in the new realities, they will develop towards more commercial actions, massive campaigns or even strategic alliances.