experienced this. Walking down the chilled aisle and your youngster spots yoghurts with Minions printed on the pack from literally yards away. A barrage of pleading follows and doesn’t stop until those yoghurts have been firmly placed into your trolley. As we know, the Irish are madly in love with cinema. Ireland has the highest…

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marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand too. Partnering allows established brands to reach new markets, gain greater distribution and dovetail on their partner’s previously established momentum. But for a partnership to truly work, it has to be a win-win for all players in…

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