Sales have never seen a better time

I refer to your article, Integrated Society (MW January 17), and the question you raised: “Does sales promotion still exist in a meaningful sense?”

As director-general of the Institute of Sales Promotion (ISP), I can affirm that sales promotion is alive and well and lobbying hard in Europe.

As evidence of this, I would cite the increase in ISP Diplomas awarded last year, a 20 per cent increase in ISP Awards entries, the flourishing ISP Legal Advisory Service, and the large increase in enquiries we receive.

Add to this the possibility of liberalisation of sales promotion within the EU (thus opening up a vast market to the creative talents of the UK industry) and you have a rather healthy scenario.

Even then, you overlook the opportunities available to the industry when tourism flexes its damaged muscles.

Agencies may merge, integrate, or rename, but sales promotion is an essential as ever.

The ISP will continue to provide profile, legal advice, education and protection for all actively engaged in the &£20bn sales promotion industry.

Edwin Mutton

Director-general

Institute of Sales Promotion

London, N1

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