The Partnership Game

In this episode, Senior Global Brand Director, Lynsey Wood talks through Carlsberg's relationship with Liverpool – now over thirty years old and, by her account, the longest-running in the Premier League – and how that long-term trust gave the brand room to build Signs of Unity, a campaign that taught sign language to thousands of fans at Anfield so deaf and hard-of-hearing supporters could be...

Robert Zitzmann, Managing Director and Partner at Jung von Matt SPORTS, has spent his career at the intersection of sport and advertising – and he's clear on what separates campaigns that get remembered from ones that just get made. In this episode, he talks through the agency's model, the work he's most proud of, the lessons from campaigns that didn't go according to plan, and wha...

In this episode of The Partnership Game, Rich Hewes sits down with Kenny Annan-Jonathan – the first (and still only) creative director in the Premier League, founder of a talent management and creative agency, and Sport Director at Cannes Lions, where he's building out Lions Sport: a new initiative designed to bring brands, agencies, rights holders and marketeers into one room and fix how the...

In the first episode of The Partnership Game, Rich Hewes sits down with Saffron Inkster, Global Master Brand Director at Dirt Is Good, the world's largest laundry brand, known as Persil in the UK and OMO in Brazil. She brings that to life through two Arsenal campaigns. Dirt Is Glory – a documentary series built around Brazilian grassroots clubs that had independently named themselves Arsenal s...