Most of Ireland’s leading marketers could be found throughout today around the Google HQ on Dublin’s Barrow Street for the Marketing Institute of Ireland Chief Marketing Officer Summit.

We learned plenty from the day. Who would have guessed that the number of Spice Bags which Just Eat have delivered so far this year is 348,000 and rising.

Tom Kinsella of AIB, fresh from a European Sponsorship Association nod to his teams’ creativity through their sporting sponsorship with the GAA summed up the way they go about their business being based on Belief, Backing and Bravery.

There was plenty as well on data and the opportunities that it presents to those who understand the power of insight it can deliver.

Perhaps the most relevant presentation for the Entertainment for Business collective we are building with you was the six ingredients that help fuel better collaboration, shared by Dael Wood of Dentsu Aegis in the UK.

That’s where the real success lies for those looking to reach audiences whether through entertainment or for the purposes of helping to build loyalty in more prosaic areas.

Her shortlist of things we need to be aware of when looking to forge partnerships is

A Shared Vision

A Defined Value Chain

Ownership and Accountability

Openness and Transparency

Respect

Communication

If we keep those attributes to the fore when looking at new opportunities and build success through applying them in reality as well as in principle then that would make us all a little better in the businesses we are charged with.