Ian McGibbon is a brand leader who has travelled the world to grow his knowledge of building and activating brands with consumers globally. He has travelled from Australia to Dubai, then spending a few years in The Netherlands, and finally settling in the Alsace region in France. It is here where we record a special edition of By Association, sitting by the pool to take an hour out to talk about his career and how brand partnerships are important to growth.

In this episode we open up a bottle of Wolfberger Crémant d'Alsace Rosé, a house we visited just days before we recorded the podcast and understand what it means to be Head of Brand Partnership at BOSE. He shares the importance of the current partnership between BOSE and the Mercedes F1 team and how he measures success. We also talk about other examples of what brand partnerships are, from supporting an audio project with citizenM, to being present at the MTV awards. What is apparent in the talk is the change the world of brand marketing is going through, especially with the rise of online and social media.

Join us as we understand what it takes to activate a brand outside of its sales locations, and the journey Ian took from Australia working at Westfield, to traveling the world growing one of the biggest brands in audio technology!