In marketing, collaboration is easy to talk about and harder to get right. Most partnerships start with clear intent, but over time, they can slip into a transactional rhythm. Briefs get delivered, work gets approved, and results are measured. On paper, everything functions. In reality, something is missing.

So what does a successful collaboration actually look like?

With the new Advertising Standards rules coming into place at the start of 2026, HFSS (High Fat, Salt or Sugar) & LHF (Less Healthy Food) brands will be forced to explore new, compliant routes to market and communication.