Media partnerships
Overview
Media partnerships are a powerful way to extend the Kyndryl brand through trusted publisher environments, amplifying our voice and building credibility for our brand around the world. This page outlines how to engage with the right teams, follow the right processes, and deliver consistent, high-impact partnerships that strengthen the Kyndryl brand.
Setting the parameters
At Kyndryl, a media partnership is any agreement with a media provider that places Kyndryl content within a publisher’s environment. This includes sponsored or co-sponsored content, advertorials and event-surround activities.
Note: Whether created by the publisher or co-created with Kyndryl, all media partnerships are considered Paid Media engagements and require involvement from the Paid Media and Brand Ad Creative teams from the start. To request a media partnership, please submit a brief including both media and creative requirements via Workfront.
Our approach
Having a consistent, shared approach to media partnerships helps us move faster, reduces ambiguity and rework, and protects our brand. Media partnerships should always:
Start with Paid Media and Advertising to ensure alignment and success.
- Follow a single, coordinated process across media, creative, content, legal and procurement
- Deliver consistent brand experiences across all touchpoints
- Be measurable and outcome-driven
- Leverage vetted, high-quality media partners that can scale across markets
- Align on scope, timing and deliverables before any publisher commitment is made
Key guardrails
A Corporate Paid Media focal is required.
Kyndryl employees cannot negotiate, buy or commit the company to any media activity. The negotiation commitment (written or verbal) should be executed by the Paid Media team. And all custom content must include a Paid Media component.
Engage early and plan ahead.
Onboarding a new publisher can take weeks to months — plan accordingly. Without an approved publisher in our system, we cannot run the activity.
Create a Workfront request before conversations begin.
The Paid Media team must be engaged with via a Workfront request before conversations begin to ensure that the activity is supported by current agency agreements and included in our Global Plan. No signatures by any other third-party agencies are allowed without review from our digital and creative leads at Central.
Onboarding requires agreement from the publisher.
Onboarding ultimately requires agreement from the publisher and Kyndryl & WPP Media cannot guarantee that all publishers will agree to the terms.
Funds cannot be carried over quarter over quarter.
Activities must be executed and completed within the same quarter (no carryover of funds). New IOs need to be secured quarterly.
All content must follow brand standards.
All content must follow our brand and video standards.
Kyndryl should have ownership of content.
Kyndryl should have ownership of all creative content and the right to utilize in our marketing activity without restriction.
Request a media partnership
To request a media partnership, please submit a brief including both media and creative requirements via Workfront.
Contact Brian Argyropoulos (Paid media) and Melinda Kretz (Brand Advertising & Sponsorship)
For more information, please reach out to our Paid Media and Brand Ad Creative teams.