Welcome to The Synopsis, the new collection of monthly bite-sized insights from Synergy: our take on the latest issues, on work that we love, as well as a morsel or two of what we’ve been up to.

In this first issue you’ll find Jonathan Izzard's thoughts on celebrity reputation management, why we think Orange own the BAFTAs so well, what happened when we spent a day with Tom Hooper, the Oscar-winning director of The King's Speech... and much more.

Enjoy!

Synergy’s quest to find the Greatest Sports Marketing Innovation of the last 50 years ended with a celebrity endorsement being crowned winner. 2010 was another landmark year for celebrity endorsements. And not in a good way. This month, Synergy’s Jonathan Izzard explores the impact of recent celebrity endorsements and examines recent creative cases studies such as Intel’s partnership with Will.I.Am and Polaroid’s work with the inimitable Lady Gaga.

Do last year’s celebrity misdemeanours mark the end of traditional talent partnerships, or instead herald a new dawn? And what is the key to a successful partnership?