IPA Sets Up New Sponsorship Policy Group
The IPA is to set up a new policy group to tackle the issues surrounding sponsorship in the marketing and communications industry.
The new group will be led by David Peters, head of sponsorship at Carat, who will work alongside 11 other members. He commented: “More and more clients are seeing sponsorship as a legitimate and very effective channel of communication. The role of the group is to ensure the sponsorship industry continues to successfully evolve and we will be working with regulators, advertisers, rights holders and other relevant stakeholders to make this happen.”
The group is already devising a programme for the next 12 months, which will focus on developing a code of practise for IPA members and improving the accountability of the discipline and measurement in the marketplace and training.
The IPA has also held initial discussions with ISBA in an effort to create a united front and agreed standards for sponsorship campaigns.
Sponsorship is an increasingly popular method of advertising and building brand awareness, according to the IPA, BT’s £4 million sponsorship of Big Brother 2 generated media value in excess of £10 million.
However, sponsorship is a sticky area for regulators, advertisers and editorial staff alike. Earlier this year European financial television channel, CNBC, wrote to the Government to ask it to use the forthcoming Communications Bill to change the regulation which prevents the sponsorship of news and current affairs programming (see CNBC Appeals To Government To Change Sponsorship Rules).
IPA: 020 7235 7020 www.ipa.co.uk
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