The Partnership Game

Lynsey Woods, global brand director at Carlsberg, has spent twelve years inside one of beer's most recognisable brands – and a career before that across FMCG, from healthy snacks to wine to Premier Foods. She's clear on what makes a partnership work, and what doesn't.

Robert Zitzmann, managing director and partner at Jung von Matt Sports, has spent his career at the intersection of sport and advertising – and he's clear on what separates campaigns that get remembered from ones that just get made.

Lions Sport's Kenny Annan-Jonathan discusses building a creative movement inside sport and why the best brand campaigns speak to communities, not at them.