Over the last week, distress has been caused by comments attributed to Nationwide marketing director Mike Lazenby, the new sponsors of the England national football team, concerning the relative value of sponsorship over spot advertising. What Mr Lazenby told our reporter was: “All I am saying is that you and I were born with a decent brain and know the power of an integrated sponsorship with all the elements of the marketing mix working through-the-line to support it. Some marketing directors don’t, and you have to ask why. They have to look at themselves. Their karma isn’t working. Mr Lazenby denies any interest in reincarnation, but has always been an advocate of Cadbury’s sponsorship of Coronation Street.