The Observatory International sponsors 'Partnership of the Year' award at AdFocus Awards

John Little, its regional managing partner, Middle East and Africa, partnered with AdFocus Awards as a jury member a few years ago and discussions then spawned the ‘Partnership of the Year’ category sponsorship.

“Strategically this sponsorship is a good fit and we are delighted to be associated with this industry award. The Observatory is part of a global network that has studied the so-called ‘secrets of success’ of great client-agency relationships across numerous geographies. There is considerable empirical evidence that great partnerships lead to great work - usually award-winning work - that delivers superior business results and return on marketing investment,” says Little.

Successful client-agency relationships are founded on the right chemistry fit, developing rules of engagement for the team, establishing fair business terms, measuring performance, continuous learning and collaboration. “The company’s team is best placed to identify the right partners and facilitate the matchmaker process based on its exposure to the industry, knowledge of industry individuals and its innate ability to assess the soft skills that result in good chemistry.”

This year's AdFocus Awards shortlisted partnerships include FCB Johannesburg and Toyota, King James and Santam, M&C Saatchi Abel and Heineken, and The Hardy Boys and SA Home Loans.

Results will be announced at the AdFocus Awards Ceremony on Wednesday, 23 November at Room Five in Rivonia.