Luke Spano.
Avid Collective has launched Collab Platform, connecting more than 400 media partners and more than 150 advertisers in a single environment for briefing, delivery and measurement of direct negotiated IO media partnerships including branded content, sponsorships, podcasts, print, video and experiential.
The platform replaces email chains, spreadsheets and disconnected tools with a shared workflow, and launches in Australia with partners including News Corp Australia, Pedestrian Group, Mamamia, Urban List, Are Media, Finder, Time Out, Gumtree Group and Australian Community Media. A UK launch follows next month.
"We've spent years watching great campaign ideas get lost to poor processes, with agencies and media owners doing great work despite the infrastructure, not because of it," said Luke Spano, CEO of Avid Collective.
"We believe there is significant growth in media partnerships, and our goal is to double the size of investment flowing into them."
Avid's own research found 88% of agencies agreed a unified platform would reduce friction in managing media partnerships, and 79% said manual workflows limited their ability to deliver higher-quality work for clients.
"The biggest shift for us is being able to show up inside agency workflows, not outside of them," said Ryan Hedditch, general manager of commercial video, audio and branded content at News Australia.
AI-powered briefing and response management tools, deeper integrations and expanded formats are planned for coming months. Media owners can activate a profile and receive briefs at no cost.
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