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The value of partnerships (and Minions).

In a complex marketing world, going alone will only make gaining cut-through harder.

Strategic partnerships with publishers are a vital element of businesses’ growth strategies. As the world becomes more complex and complicated, many executives set aside 20 percent of their assets or time to develop and maintaining relationships. As you build branding campaigns that you want to end in commerce, this becomes business critical. Also, in the globalizing economy, strategic partnerships are helping enterprises pool knowledge resources, diversify their product lines and more.

Universal Pictures and Amazon have a tight relationship. For the worldwide launch of Despicable Me 3, they wanted to do something entirely different and unexpected. They wanted to take over Amazon. While this created a lot of engineering issues, the results speak for themselves.

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