Sponsorship: Entertainment brands as partners
Julian Saunders and Jon ReayThe Joined Up Company and Aqueduct
With the digital revolution, sponsors are increasingly able to tie-in with entertainment brands across different media delivering more value to brand owners. It promises to help sponsors achieve both brand and sales effects.
Bout 10 years ago doomsayers started to predict the demise of the TV ad – a combination of the internet then the broadband-internet then PVRs and later 'video on demand' would mean audience fragmentation, ad skipping and time shifting. And that is a killer combination. Or so...