In a crowded market, brand partnerships can be a powerful awareness tool—but when misaligned or poorly executed, they risk falling flat and draining valuable resources. In this session, you'll hear from two collaboration strategists who have seen it all. Melissa Conner and Charlotte Hohorst of JBC PR will break down why some collaborations make noise while others fall flat, pulling back the curtain on how smart partnerships come together. Drawing on their experience working alongside buzzy brands like Olipop, Parachute, and Loloi, they’ll unpack the anatomy of a successful collaboration: what makes a strong match, how to pitch the right partner, and why timing and values alignment are everything. Whether you’re a startup founder or a seasoned marketer, you’ll leave with a clear framework, pitch-ready strategies, and fresh ideas for partnering with purpose.