MEC Access says the tool will analyse property attributes, so that a company can run a comprehensive assessment of the potential fit of a property with a brand’s own values. This includes identifying how a platform or property is perceived, determining stregths and weaknesses and comparing brand attributes to the property’s. During an event, brands can also assess media consumption habits and topical categories of discussion.

Jeremy Clark, managing director for MEC Access across EMEA, said: “Given the growing importance and increasing investment in partnerships around the world, the need for robust analysis to aid decision-making is paramount. Partnership Intelligence genuinely delivers strategic leadership to brands that want to get under the bonnet of their partnerships and drive value throughout their communications strategies. The information we can gather from it, for example showing potential sponsors which properties are most likely to drive maximum sales for their brands, is groundbreaking and positions MEC Access as a truly valued business partner for its clients.”