‘Permission to think long term’: The Atlantic digs for deeper, smarter client partnerships


The Atlantic is the latest publisher striking more consultative relationships with its advertisers, as the trend for fewer, bigger partnerships gains pace.

This week it’s launching Atlantic Brand Partners tying together various capabilities from the wider company. The goal: Deeper partnerships generating more revenue from longer-term relationships and repeat clients.

The new brand knits together the capabilities from its creative studio Atlantic Re:think, its brand strategy firm Atlantic 57, events via AtlanticLIVE and Atlantic Ventures, a newly-formed editorial initiatives group. Forming the starting point of its work with brands is a research-led content hub for marketers, Forces of Influence, which examines the changing relationships between brands and consumers.