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Cue the “In Memoriam” music. It’s time to say R.I.P. to traditional celebrity brand deals.
During a panel on crafting connections at ADWEEK’s Brandweek conference on Tuesday, executives from Shopify, Diageo, and IRCODE spoke about the future of brand partnerships and where the industry is moving. And according to the executives, it’s time for traditional brand deals to evolve.
Stephanie Jacoby, global svp Smirnoff at Diageo, has been with her company for 17 years and noted how partnerships have changed over that time.
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