When brands collaborate

Whether it’s McDonald’s and Cadbury or H&M and Karl Lagerfeld, brand collaborations are booming. From food to fashion, homeware to movies, why are partnerships having such a moment and what makes some 'collabs' succeed while others fail? Evan Davis and his guests explore the deals, the strategies and the creative thinking that turn collaborations into commercial successes. They also consider the consequences of what happens when things don't go to plan?
Guests:
Karen O’Rourke, Managing Director, H&M, UK and Ireland
Gill Williams, head of partnerships, tpf
Rita Clifton, branding expert, former London CEO, Interbrand
Presenter: Evan Davis
Producer: Nick Holland and Sally Abrahams
Sound engineers: James Breard and Andy Garratt
Production co-ordinator: Katie Morrison
Editor: Sam Bonham