TV planning: 360-degree sponsorship

This article discusses TV sponsorship, and uses the examples of Anchor, the butter brand, and very.co.uk, the online retailer, to demonstrate that an integrated '360' approach to TV sponsorship has the greatest results.

TV planning: 360-degree sponsorship

Amanda BurninghamCarat

TV sponsorship allows brands to build on programme equity, develop deeper viewer connections and interweave the brand story across screens and digital channels, as Anchor and very.co.ukhave demonstrated

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