This press release originally appeared in PR Week

Mischief’s new partnership division will offer brands and businesses support with sponsorships, brand collaborations and talent partnerships alongside influencer marketing, social and paid media in the sport, entertainment, gaming and fashion sectors.

A specialist team will support clients with multichannel partnership programmes, from strategic partnership mapping, partner identification and outreach, contracting, creative campaign and asset development through to activation, amplification and analysis.

The division has already worked with existing clients such as Three, Ocado, ITV and Cupra. Recent work includes Three x Chelsea FC, Young Urban Spenders for Just Eat via Love Island, and play for LEGO x Women’s Euros.

The division is led by Vicky Purnell, who has been promoted to head of partnerships with immediate effect and will continue to report to Mischief managing director Charlotte Brooks. Having worked at the agency for more than 10 years, Purnell has experience in partnership work for brands such as Just Eat, The ECB and LEGO.

According to Mischief, the decision to create a separate division follows recent research by the agency that found 86 per cent of consumers were “more likely to purchase from a brand that shares their passions”.

Brooks said: “We’ve seen an exponential rise in briefs with sponsorships, talent and brand partnerships at the heart, from both existing clients and new business wins. With a host of global sporting and entertainment moments on the horizon, there’s no better time for us to leverage our partnership expertise and experience to help brands connect with consumers via passion-powered partnerships.

“As a result, we’re thrilled to formalise our offering and see this division as a major factor in our growth plans for this year and beyond by building on existing client work and pursuing standalone partnerships briefs.”