…and you’ll find SP alive and well

I cannot let your recent article on sales promotion (MW November 18) go unchallenged.

Sales promotion remains at the core of commercial communications: 97 per cent of all direct mail contains a promotional marketing element. Take a break from that? Sales promotion – including price promotions, motivational programmes, field marketing and conventional on-pack and leaflet activity – is alive and well.

Even on the creative front (which seems to be the main thrust of the article), the evidence shows a healthy and vibrant discipline. For the past two years, the UK has swept the board at the European Awards, winning the Grand Prix both years and collecting one-third of all awards. On the international stage, the UK came second to the US in creative excellence. All these awards were based on creativity and effectiveness.

I agree that, as in every sphere of life, some aspects can become tired, but from where the Institute of Sales Promotion sits, it sees continuing innovation and creativity. One only has to look at the two previous winners of the ISP Grand Prix – Weetabix House and the Sex Lottery Campaign – to see the new challenges and opportunities that are being successfully met and exploited by sales promotion techniques.

Edwin Mutton


Institute of Sales Promotion

London N1

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