'Advertising's brother'. Why TV sponsorship is an agency's business

David Byles and Nick Walford

The article argues that TV sponsorship, unlike traditional event sponsorship, is closely akin to advertising and should ideally be done by the same people.

'Advertising's brother'

Why TV sponsorship is an agency's business

David Byles and Nick Walford

Unlike traditional sponsored events, TV programme sponsorship now provides opportunities, requires skills and delivers client benefits that are complementary to advertising. This makes it an attractive and legitimate activity for the full-service agency.

The increasing pace of broadcast sponsorship deregulation caused us at JWT to scratch our heads and to pose the question: "TV Sponsorship: Is it advertising? If so it is my business ... ?" But since the second part was contingent upon the answer yes to the first part, the whole thing got abbreviated...

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