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Silverbean lands Virgin Australia, Kayo Sports

Global affiliate marketing agency, Silverbean, has welcomed a host of new brands to its APAC client portfolio in Q3 and Q4, including travel giant Virgin Australia and Foxtel Group streaming services Kayo Sports, Binge and most recently Flash.

In addition to Australian-domestic activities, Silverbean has added new brands across the wider Asia-Pacific region into its service portfolio, including sustainable clothing retailer Icebreaker and audio equipment specialist Jabra across Australia, Southeast Asia and Japan.

Earlier in 2021, Silverbean added luxury fashion and lifestyle brand, Ralph Lauren, to its portfolio of clients across EMEA.

Working with Virgin Australia, the agency will support bringing together the brand’s partnership ecosystem, including traditional affiliate marketing, sponsorships, content partners and influencers, while driving efficiencies and increasing market share.

Annabel Gray Nic Howard Silverbean

Annabel Gray and Nic Howard

Libby Minoguel, CMO at Virgin Australia, said: “With travel firmly back in the hearts and minds of Australians, we wanted a partner who shared a common view to Virgin Australia and would help us leverage valuable partnerships across the ecosystem.”

The new wins reflect growing investment in the global affiliate and partnership marketing industry, with more brands turning to the channel than ever before to boost revenue, customer acquisition and growth.

A recent global survey by Silverbean revealed that APAC had the youngest program age globally. However, with 58% of APAC respondents planning to increase their channel spend between 10%-25% next year, showing increased buy-in and channel importance across the region.

Annabel Gray, associate director Australia at Silverbean, said: “We’re delighted to welcome on so many industry-leading brands, both within Australia and globally. Our approach of leveraging the entire partnership ecosystem to drive valuable outcomes really resonates with our clients who want to realise the true value of the channel.

“Our global report demonstrated there is a huge appetite for growth with partnerships, with the potential to create hugely profitable programs away from just discounting. This growth isn’t slowing down, so the next 12 months are certainly going to be an exciting time for partnerships across the region.”

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