Charles McKelvey’s article “Has Octagon found the magic formula” (MW November 25) for sponsorship evaluation shows a dismal lack of understanding of the subject. It is ludicrous to suggest major corporations with marketing expertise spend £30bn a year “on a whim rather than a serious marketing discipline”.
There is no magic formula because sponsorships vary so widely in character, but it needs a proper understanding of the subject – and a proper respect for the intelligence of those experienced in the sponsorship industry.
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The only “dismal lack of understanding” is on the part of Proctor. It was Octagon president Alasdair Ritchie who said clients considered sponsorship a “whim”. The article questions Octagon’s claims and concludes that a joint industry standard “still seems a long way off” – Ed