How do I Find Complementary Brands for Co-marketing Activations?

To find complementary brands for co-marketing activations, you should follow a systematic research and evaluation process:

1. Define your target brand profile: Identify key criteria such as industry, audience overlap, shared values, and geographic fit to ensure high alignment.
2. Utilize professional networks: Create a list of 20+ candidate brands by searching LinkedIn and the Canadian Marketing Association (CMA) directories.
3. Engage in person: Attend trade shows and networking events to identify brands that are actively seeking collaborators.
4. Leverage existing relationships: Look for warm leads through your current connections or past client partnerships.
5. Score potential partners: Evaluate each candidate based on three specific metrics: shared audience (40%), geography (30%), and values alignment (30%). To ensure a successful partnership, discard any brands that score below 70% overall.

• Corporate Strategic Partnerships: Complete Guide for 2026