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21-Feb-08, 11:28
Agencies and media owners unite to boost sponsorship
LONDON – The European Sponsorship Association has set up a media committee, bringing media owners and agencies together, in a bid to boost client spend on sponsorship.
David Peters, head of Carat Sponsorship, has been appointed chair of the committee, which is made up of a dozen firms, including ITV, Sky, Guardian Media Group, GCap Media and Carat Sponsorship. The initiative launches this week with a best-practice guide for marketers interested in sponsorship.
The guide contains details on strategy behind sponsorship, multi-platform deals and evaluation of sponsorship deals. Peters headed the Institute of Practitioners in Adver-tising’s sponsorship committee, but sees value in an ESA venture.
“I had reservations, but this one has media owners and it’s a good idea to have a cross-media agency and owner committee,” he said.
Peters added that, although many agencies have sponsor specialists, there is still a learning process for those involved in sponsorship.
“Sponsorship is relatively new compared to advertising,” he said. “The role of the [ESA] committee is to promote media sponsorship as a media channel for brands to utilise.”
Historically, the association focused on sport and business and has not had a major presence in media. But the latest move will lead to media becoming part of a wider ESA plan to promote sponsorship. Cinema sales houses Carlton Screen Advertising and Pearl & Dean are in talks to join the ESA’s media arm.
Source: Andrew McCormick Media Week
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