We’ve heard it all before, Polly

Polly by name, parrot by nature. Polly Devaney’s regurgitation of celebrity endorsement and sponsorship fallouts (MW February 26) had little new to say. But what really ruffled me was her 20th-century view of “marketing partnerships”. The sponsorship and endorsement deals she described have nothing to do with one of the UK’s fastest-growing sectors.

Such partnerships involve the exchange of goods and services between two or more brands for mutual benefit. Ad and media agencies hate them as there is little or no creative and no juicy commissions. Rather, they are measurably the most cost- effective marketing there is.

You can’t open a newspaper, watch the television or walk into a store without being assaulted by such partnerships. They reach target markets and cost less than a dead parrot. Say no more.

Chris Reed

SP Partnerships

London W1E-mail address for letters: mw.editorial@centaur.co.uk Please include your home or business address

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here